Track: Undergraduate Student Paper Competition

Abstract

TikTok is one of the most widely used social media in Indonesia. Apart from being used for personal entertainment, social media launched by ByteDance from China is also increasingly being used by institutions for marketing purposes. Some of them are educational institutions’ marketing teams that use TikTok for branding and promotion. There is a communication and coordination process flow that makes the planning to execution stages run smoothly, but it is possible that there are barriers too. Departing from that background, the author's goal is to analyze the communication processes, as well as the barriers faced by the marketing team of private education institution in Malang in creating TikTok content. This study uses a qualitative method with a case study approach to the marketing team of a private university in Malang. The data collection technique was carried out by conducting in-depth interviews with the marketing division staff of Binus Malang and strengthened by documents and observations. The results of the research show that the marketing team brings a collaborative and open communication environment, so that a dynamic two-way communication is formed. Barriers that occur such as miscommunication and lack of discipline from the talent team. Another problem that happens is that Person in Charge (PIC) and the timeline makers sometimes have difficulty to come up with new ideas and plans the timeline because their schedules collide with college and work.

Keywords 
Marketing, Communication Barriers, Organizational Communication, TikTok