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Abstract
This study aims to assess the effectiveness of promotions using Instagram and TikTok in attracting audience attention. The formulation of the problem in this study are: 1) How to analyze the effectiveness of promotions using Instagram and TikTok on Isdshop Makassar, 2) What factors influence promotions using Instagram and TikTok on Isdshop Makassar. The objectives to be achieved are to find out: 1) Analysis of the effectiveness of promotions using Instagram and TikTok on Isdshop Makassar, 2) Factors that influence promotions using Instagram and TikTok on Isdshop Makassar. The approach used is a descriptive quantitative approach with data collection techniques used are documentation and observation techniques. The results of the study show that TikTok and Instagram are equally effective platforms and have advantages in improving digital marketing performance on ISDShop Makassar. The effectiveness of digital promotions is influenced by several factors including content creativity, upload frequency, interaction with the audience, selection of publication timing, and use of platform features.
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References
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References
A.Irma Putri Meilina Manullang & Yahfizham Yahfizham. (2023). Analisis Perbandingan Algoritma Pada Tiktok dan Instagram Sebagai Content Media Dalam Pemasaran. Sinar Dunia: Jurnal Riset Sosial Humaniora dan Ilmu Pendidikan, 3(1), 99–109. https://doi.org/10.58192/sidu.v3i1.1795
Arikunto,S. (2017). Prosedur Penelitian. Jakarta Bina Aksara.
Efendi, J., & Lutfianingsih, F. F. (2023). Aspek Hukum Media Sosial. Jakarta; Predana Media.
Firmansyah, H. (2021). Saluran Digital Marketing. Cirebon: Cirebon Insania.
Kaplan, A. M., & Haenlein, M. (2014). Social media: Back to the roots and back to the future. Journal of Systems and Information Technology, 16(3), 104–116.
Kotler, P ., & Keller,K. L. (2016). Marketing Manajemen. London: Pearson.
Ashdaq, M., Asmirani, S., Ahmad, N. I., & Muhammad, F. (2025). Pemasaran Media Sosial UMKM Produk Markisa di Kota Makassar. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 143–152. https://doi.org/10.31004/riggs.v4i3.1813
Mandasari, N. F., Hasanuddin, R., & Ashdaq, M. (2025). Brand Digital Image, Brand Trust, Brand Love And Their Influence On Students'loyalty In Private Universities In West Sulawesi. Kindai, 21(2), 186-196.
Rachmadi, T. (2023). Manajmenen Pemasaran. Surabaya: TIGA Ebook.
Ramdian, K. J., Madya D.P., & Agusta, E. D. (2023). efektivitas strategi pemasaran melalui media sosialoutput%3Dcite%26scirp%3D0%26hl%3Did
Sugiyono. (2019). Metode Penelitian dan Pengembangan (Research and Development/R&D). Bandung: Alfabeta.