Personal Branding and Integrated Marketing Communication on TikTok: The Marketing Strategy of Daviena Skincare's Owner @melvinahusyanti
DOI:
https://doi.org/10.67155/joc.v2i1.68Keywords:
Daviena Skincare, Marketing Communication Strategy, Personal Branding, TikTokAbstract
Driven by the increasing use of TikTok as a marketing communication medium by skincare brands, the account @melvinahusyanti owned by Daviena Skincare stands out among competitors. This study aims to analyze the marketing communication strategies implemented and their impact on audience responses and sales growth. This research employs a qualitative approach using content analysis. Data were collected through observation of six TikTok videos uploaded between November and December 2025, along with documentation such as screenshots, audience comments, and analysis of visual and verbal messages. The results show that the marketing communication strategy is carried out through the development of personal branding, including educational content, product promotion, storytelling, and direct interaction with the audience. This strategy has a positive impact on increasing engagement and sales. In conclusion, the effective use of TikTok with appropriate communication strategies can enhance consumer trust and loyalty. It is recommended to maintain message consistency, improve content creativity, and manage audience responses effectively to ensure alignment with the brand image.
References
Amory, J. D. S., & Mudo, M. (2025). Transformasi ekonomi digital dan evolusi pola konsumsi: Tinjauan literatur tentang perubahan perilaku belanja di era internet. Jurnal Minfo Polgan, 14(1), 28–37.
Ardiyansyah, A., Fahrizal, F., Latief, S., & Afrizal, A. (2024). Aktivitas Komunikasi Pemasaran Jasa Bellshoes Loundry. Ekonomis: Journal of Economics and Business, 8(1), 879–885. https://doi.org/10.33087/EKONOMIS.V8I1.1774
Ardiyansyah, A., Fahrizal, F., & Solida, A. (2022). Komunikasi Pemasaran Terpadu UMKM Area Wisata Tugu Keris Siginjai di Era New Normal. Ekonomis: Journal of Economics and Business, 6(1), 328. https://doi.org/10.33087/ekonomis.v6i1.482
DataReportal. (2025). Digital 2025: Indonesia. https://datareportal.com/reports/digital-2025-indonesia
Hidayatullah, M. S., Magfirah, N., & Elviria, S. (2025). Analysis of TikTok Account @VinaMuliana as a Media for Young Generation Career
Education in the Digital Era. JISIP: Jurnal Ilmu Sosial dan Ilmu Politik, 14(1). https://doi.org/10.33366/jisip.v14i1.3359
Hutasoit, H. E. L., & Hidayat, A. (2025). Pembuatan Konten Tiktok Terhadap Brand Awareness Voir Studio Dengan Menggunakan Tiktok Analytics. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 6644–6654.
Kushariyadi, K., Judijanto, L., Khotijah, N., Yuliasih, M., Apriyanto, A., Hermawan, A., Munawar, A., Yusran, H. L., Supriyanto, A., & Sudirwo, S. (2025). Kewirausahaan:: Kiat Sukses Membangun dan Membesarkan Usaha. PT. Sonpedia Publishing Indonesia.
Marfonda, R. G. (2025). Analisis Konten Media Sosial: Studi Kasus PT Langit Anantara Kreasi dalam Membangun Brand Awareness Kolabo Melalui Platform Digital. Universitas Islam Indonesia.
Mayasari, T., & Azarkasyi, B. (2025). Strategi Komunikasi Pemasaran Dalam Menarik Minat Konsumen Pada PT Daviena Mandiri Indonesia. AL-MANAR: Jurnal Komunikasi Dan Pendidikan Islam, 14(1), 685–697.
Pratama, B. I., Anggraini, C., Pratama, M. R., Illahi, A. K., & Ari, D. P. S. (2021). Metode analisis isi (Metode penelitian populer ilmu-ilmu sosial). Unisma Press.
Prayuda, A. G., Novealdi, H., & Santi, C. F. (2025). Gen-Z Opinion on Bullying-Themed TikTok Content: A Study among Gen-Z In Jambi City. Proceedings of International Conference on Da’wa and Communication, 7(1), 31–42.
Priyono, M. B., & Sari, D. P. (2023). Dampak Aplikasi Tiktok Dan Tiktok Shop Terhadap UMKM Di Indonesia. Jurnal Ilmiah Wahana Pendidikan, 9(17), 497–506.
Rizky, M. (2024). Strategi komunikasi pemasaran Little Tokyo dalam meningkatkan customer engagement di media sosial Instagram dan Tiktok. Universitas Islam Indonesia.
Silviani, I., & Darus, P. (2021). Strategi Komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication (IMC). Scopindo media pustaka.
Sudradjat, R. H. (2025). Membongkar Konten Iklan di Media: Eksplorasi Strategi Pesan. Deepublish.
Sularno, M. (2025). Strategi digital marketing untuk meningkatkan brand awareness di era media sosial. Aliansi: Jurnal Manajemen Dan Bisnis, 20(1), 228–240.
Susanto, D., & Jailani, M. S. (2023). Teknik pemeriksaan keabsahan data dalam penelitian ilmiah. QOSIM: Jurnal Pendidikan, Sosial & Humaniora, 1(1), 53–61.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Pauzana, Muhammad Junaidi, Nazhifa Alfaini
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
