The Influence of Digital Marketing on the Attraction of Educational Institutions in the Technology Era

Abstract

In today's developing era, there is a lot of business competition that utilizes technology as a business utilization, one of which is using social media. The most widely used social media is tiktok after istagram, youtube, facebook, and whatsApp. By using TikTok as a promotional medium, it will minimize the use of costs, time and energy spent by sellers. According to Griffin & Ebert, promotion is part of the marketing mix, namely advertising, sales promotion, direct marketing and publicity and public relations that must be carried out to increase sales in a company. The purpose of promotion is the delivery of information, positioning the product, persuading consumers to like the product, increasing and controlling the volume of sales, and can influence consumer spending decisions. If this promotion strategy is carried out well, it will have a good impact on the sustainability of the online shop business because there is quite a lot of potential so that it can add to the economic independence of business actors who are trying to introduce their products to carry out online shop sales activities through the use of tiktok social media