STRATEGI PROMOSI NASKAH ANAK “RAKA SI RUSA SOMBONG” MELALUI PLATFROM TIKTOK

The development of digital technology has changed the promotional patterns of creative products, including children's books. This final project designs a promotional strategy for a children's book manuscript entitled "Raka Si Rusa Sombong" through the TikTok platform, utilizing interactive features such as short videos, hashtags, and visual storytelling. The goal is to reach the target audience, especially children aged 6–8 years and parents, with creative and educational content. The methods used include literature studies and interviews with digital marketing practitioners and book publishers. The promotional strategy was developed in three stages based on the Kotler & Keller framework: pre-promotion, promotion, and post-promotion. The results obtained indicate that TikTok has great potential to increase engagement and awareness of children's books, but the success of the strategy depends heavily on adapting the content to the algorithm and user interests. In conclusion, successful promotion on social media requires creativity, consistency, and a deep understanding of the target audience.

Perkembangan teknologi digital telah mengubah pola promosi produk kreatif, termasuk buku anak. Tugas akhir ini merancang strategi promosi untuk naskah buku anak berjudul “Raka Si Rusa Sombong” melalui platform TikTok, dengan memanfaatkan fitur interaktif seperti video pendek, hashtag, dan storytelling visual. Tujuannya adalah menjangkau audiens sasaran, khususnya anak-anak usia 6–8 tahun dan orang tua, dengan konten kreatif dan edukatif. Metode yang digunakan mencakup studi pustaka dan wawancara dengan praktisi digital marketing serta penerbit buku. Strategi promosi dikembangkan dalam tiga tahap berdasarkan kerangka Kotler & Keller, yakni pra-promosi, promosi, dan pasca-promosi. Hasil yang diperoleh menunjukkan bahwa TikTok memiliki potensi besar untuk meningkatkan engagement dan kesadaran terhadap buku anak, namun keberhasilan strategi sangat bergantung pada penyesuaian konten dengan algoritma dan minat pengguna. Kesimpulannya, keberhasilan promosi di media sosial memerlukan kreativitas, konsistensi, serta pemahaman mendalam terhadap target audiens