Detail Cantuman

The proper strategy for utilizing digital marketing is highly needed in
attracting consumers’ interest. The purpose of this study is to find out the
Strategy for Utilizing Digital Marketing on Beauty Products on the
@ndshvv TikTok Account to Increase Consumer’s Purchase Interest in a
Pandemic Period and also to find out What Causes the Product to be
Salable during a Pandemic. The theory used is the theory of the 7P Digital
Marketing Mixture according to Chaffey (2016: 251) and Kotler's 2008
Purchase Interest theory (in Nur Farhan's 2021 thesis). This study method
is a qualitative method with descriptive analysis. Data collection
techniques were implemented by observation techniques, interviews, and
documentation. The results showed that the strategy of utilizing digital
marketing in beauty products on the @ndshvv TikTok account to increase
consumer buying interest during the pandemic was carried out by PT.
Shavira Barokah Utama by releasing superior products, setting low

Keywords :
Digital Marketing, Digital
Marketing Mixture, Consumer’s
Purchase Interest

prices, strategic locations, and increasing more promotions to maintain
customer loyalty. In terms of consumers’ purchase interest, it is because
Camille products are products that are already at the top of consumers'
minds. Women, men, and even teenagers who have good quality
ingredients, this is certainly very helpful in increasing the company's
brand awareness. Researchers can conclude that TikTok is an effective
promotion tool because the TikTok application has many users, is easy to
use, is popular among millennials, and has existing TikTok features that
can optimize content distribution.