GIMMICK MARKETING PADA CHANNEL YOUTUBE WINDAH BASUDARA

Saragih, Ahnad Dani (2024) GIMMICK MARKETING PADA CHANNEL YOUTUBE WINDAH BASUDARA. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

In the digital age and technological advancements, YouTube has become a major platform for content creators to share their ideas, creativity, and experiences with audiences. One crucial aspect in the success of a YouTube channel is the ability to capture the attention of the audience, and amidst intense competition unique marketing strategies such as the use of gimmicks are becoming increasingly important. This study aims to determine the message of the elements of gimmick marketing on the Windah Basudara YouTube Channel. The research method used is descriptive qualitative. Data from this study were obtained through observation, documentation, and in-depth interviews. Videos uploaded by Windah Basudara contain all the message elements of gimmick marketing. The most memorable element of gimmick marketing for most viewers is the one-shot game, because this gimmick element makes Windah do the gimmick with sufficient preparation. This research may provide benefits for the reference and development of further marketing gimmick research.

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