STRATEGI DIGITAL MARKETING PADA TOKO ONLINE SHOP DOPE AND ADAPT MELALUI LIVE STREAMING DI TIKTOK SHOP.

Seeing the rapid development of technology, the digital world and the internet certainly has an impact on the world of marketing. The marketing trend in the world has shifted from traditional offline to digital online. Social media TikTok as an alternative for selling products is considered faster in marketing a product, whereas new media has the advantage of being very fast in marketing a product because of the high use of social media. This research uses a qualitative approach. The method used is a case study in this case, the researcher looks at the strategies carried out by Dope And Adapt to increase sales opportunities. The questions 'how' and 'why' are basically more explanatory and lead to the use of case studies, historical and experimental strategies. The products sold follow the current trend where clothes are one of the products that are easy to sell and market but still look at the market. which is the current trend. The results of the researcher's observations regarding the implementation of the marketing mix carried out by Dope And Adapt are: 1. Special prices for each live streaming on the TikTok account, 2. Interesting places to do live streaming, 3. Promotions are also carried out on Instagram Feed, Instagram Story, Facebook, Twitter to shopee to increase sales, 4. Has 2 special teams who have been in charge of handling the sales platform, 5. Regularly participates in bazaars, 6. Often gives freebies such as bracelets, bandanas, stickers, and 7. Provides a happy shopping experience on that account. TikTok social media as a means of promotion used by Dope And Adapt greatly influences the sales of its products, compared to other products, but this can happen because Dope And Adapt focuses more on TikTok in sales, so products sold on other social media are not updated properly, Dope And Adapt prefers TikTok because of the full range of features that make it easier to make sales where TikTok has features such as video editing, Voice changer, TikTok Shop, and Live streaming TikTok which makes Dope And Adapt focus more on this. The profit and considerable influence on sales make Dope And Adapt really benefit from this application. [ABSTRACT FROM AUTHOR]