Strategi Pemasaran Digital Techno Indonesia Di Media Sosial
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Abstract
Penelitian ini menganalisis strategi pemasaran digital Tecno Indonesia di platform media sosial Instagram (@tecnoindonesia) dan TikTok (@tecnoindonesia) sebagai upaya merek smartphone emerging dari Transsion Holdings untuk menembus pasar Indonesia yang kompetitif. Dengan pendekatan deskriptif kualitatif dan analisis konten berbasis kerangka 7P Marketing Mix (Product, Price, Place, Promotion, People, Process, Physical Evidence), penelitian menemukan bahwa Tecno menerapkan strategi glocal yang adaptif: memposisikan produk sebagai "flagship killer" dengan fitur premium seperti kamera Sony 50MP LYT-700C, Super-Zoom FlashSnap, dan AI Studio pada seri CAMON 50 di harga mid-range (mulai Rp3.599.000), disertai promo pre-order berbasis urgency (diskon hingga Rp800.000, bundling, giveaway), kolaborasi influencer lokal, konten visual estetis di Instagram, serta konten dinamis dan viral di TikTok untuk menargetkan Gen Z. Strategi hybrid (online-offline) melalui event pop-up, integrasi e-commerce (Tokopedia 378 ribu unit terjual, Shopee 521 ribu unit, TikTok Shop 357 ribu unit; total >1,256 juta unit), dan lokalisasi konten (bahasa Indonesia, tema Ramadan) berhasil membangun brand awareness tinggi, engagement kuat, serta penjualan masif. Temuan ini menegaskan pentingnya kapabilitas pemasaran media sosial (connect, engage, co-ordinate, collaborate) bagi merek baru di pasar emerging, di tengah pertumbuhan eksponensial pengguna media sosial Indonesia (180 juta aktif pada 2025) dan pasar smartphone bernilai USD 9 miliar.
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