Profile Of Engagement Rate Online Marketing Of Over-The-Counter Medicines Through TikTok At Avicenna Gresik Pharmacy

Abstract

Social media has become an effective tool in online marketing, including in the health sector. Avicenna Pharmacy in Gresik utilises TikTok to market over-the-counter medicines in an engaging and interactive manner. This study aims to analyse the engagement rate of visitors in online marketing through TikTok. The engagement rate is measured based on the number of likes, comments, shares, views, followers, and account visits. The method used is descriptive qualitative with secondary data from the pharmacy's internal documentation for the period February–April 2025. The results of the analysis show an increase in followers of 0.5% and an increase in account visits of 435.6%. The majority of followers are from Indonesia, particularly Banjarmasin, aged 25–35 years, and mostly female. In April 2025, the videos with the most likes were video 1 (Imboost tab) and 2 (Natur-E); the most comments were on video 5 (Apialys Syr); the most shares were on videos 1, 2, and 3 (Enervon C); and the most views were on video 2.