Main Article Content
Abstract
Marketing using social media today has increased over time. Social media is a bridge for online sellers and buyers who provide services from anywhere and anytime. The TikTok application has become one of the social media as well as e-commerce applications that have been widely used for the marketing process. Solving problems faced during the internship was done using a qualitative-descriptive approach. It was found that PT. Kakha Berdaya Bersama has not used the rapidly growing Tiktok application as its marketing medium. Hence, it was agreed to adopt the TikTok application as a new marketing medium by carrying out development and trials in marketing. The results show that the TikTok application has a positive and influential role as a marketing medium. Marketing and sales using the TikTok application have been proven to increase sales by 12% and increase sales in 2022–2023, reaching 101%. Thus, using the Tiktok application as a marketing and sales medium is significantly positively correlated with an increase of twofold. Optimization of features in the form of hashtags (#hashtags) can reach more potential customers, and the presence of brand ambassadors can increase customer trust, interest, and intention to buy products that have been marketed.
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Copyright (c) 2023 Muhammad Bariq, Muchsin Muthohar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Tjiptono, F. (1995) Strategi pemasaran. Yogyakarta: Andi Offset.
- Utomo, Y.T. and Salsabila, A. (2021) ‘The Effect of Promotion, Products, and Events on Consumer Buying Decisions of Islamic Book Fair Syakaa Organizer’, Valuta: Jurnal Administrasi Bisnis, Manajemen dan Ekonomi, 7(1), pp. 27–36. Available at: https://journal.uir.ac.id/index.php/valuta/article/view/6822.
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- Wibowo, R. andi (2019) Manajemen Pemasaran. Edisi 1. Semarang: Radna Andi Wibowo.
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References
Adnyana, I.M.D.M. (2021) ‘Populasi dan Sampel’, in M. Darwin (ed.) Metode Penelitian Pendekatan Kuantitatif. 1st edn. Bandung: CV. Media Sains Indonesia, pp. 103–116.
Adnyana, IMDM and Sudaryati, N.L.G. (2022) 'The potency of green education-based blended learning in biology students at the Hindu University of Indonesia', Bio-Inoved: Jurnal Biologi-Inovasi Pendidikan, 4(1), pp. 1–9. Available at: https://doi.org/10.20527/bino.v4i1.11047.
Amandin, A. (2021) ‘Factors affecting e-commerce marketing on online purchasing decisions in Prabumulih City’, Management Studies and Entrepreneurship Journal, 2(2), pp. 113–122. Available at: https://doi.org/10.37385/msej.v2i2.203.
Annur, C.M. (2023) Persentase Pengguna Platform Media Sosial di Indonesia, Databoks. Available at: https://databoks.katadata.co.id/datapublish/2023/02/07/pertumbuhan-melambat-jumlah-pengguna-media-sosial-global-capai-476-miliar-hingga-awal-2023#:~:text=Menurut%20laporan%20tersebut%2C%20jumlah%20pengguna,tanah%20air%20pada%20Januari%202023.
Arfah, Y. (2022) Keputusan Pembelian Produk. Padang Sidempuan: PT. Inovasi Pratama Internasional.
Bulele, Y.N. and Wibowo, T. (2020) ‘Analisis fenomena sosial media dan kaum milenial: studi kasus TikTok’, Conference on Business, Social Sciences and Innovation Technology, 1(1), pp. 565-572. Available at: https://journal.uib.ac.id/index.php/cbssit/article/view/1463.
Chakti, A.G. (2019) The Book of Digital Marketing. Cetakan 1. Makassar: Celebes Media Perkasa.
Darwin, M., Mamondol, M.R., Sormin, S.A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, IMDM, Prasetiyo, B., Vianitati, P. and Gebang, A.A. (2021) Quantitative approach research method. 1st edn. Edited by T.S. Tambunan. Bandung: CV Media Sains Indonesia.
Deriyanto, D., Qorib, F., Komunikasi, J.I., Tribhuwana, U. and Malang, T. (2018) ‘Persepsi Mahasiswa Universitas Tribhuwana Tunggadewi Malang Terhadap Penggunaan Aplikasi Tik Tok’, JISIP: Jurnal Ilmu Sosial dan Ilmu Politik, 7(2), p. 77. Available at: https://doi.org/10.33366/jisip.v7i2.1432.
Wulandari, R.D. and Iskandar, D.A. (2018) ‘Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik’, Jurnal Riset Manajemen dan Bisnis, 3(1), pp. 11–18. Available at: https://www.neliti.com/id/publications/259363/pengaruh-citra-merek-dan-kualitas-produk-terhadap-keputusan-pembelian-pada-produ
Dewa, C.B. and Safitri, L.A. (2021) ‘Pemanfaatan media sosial TikTok sebagai media promosi industri kuliner di Yogyakarta pada masa pandemi COVID-19 (studi kasus akun TikTok javafoodie)’, Khasanah Ilmu - Jurnal Pariwisata Dan Budaya, 12(1), pp. 65–71. Available at: https://doi.org/10.31294/khi.v12i1.10132.
Dihni, V. A. (2022) Distribusi Pengguna TikTok Global Berdasarkan Usia (2021), Databoks. Available at: https://databoks.katadata.co.id/datapublish/2022/07/20/pengguna-TikTok-mayoritas-berusia-muda-ini-rinciannya
Dilon, S. (2020) ‘TikTok Influences on Teenagers and Young Adults Students: The Common Usages of the Application TikTok’, American Scientific Research Journal for Engineering, Technology and Sciences, 68(1), pp. 132–142. Available at. https://asrjetsjournal.org/index.php/American_Scientific_Journal/article/view/5917
Edwards, C.J., Bendickson, J.S., Baker, BL and Solomon, S.J. (2020) 'Entrepreneurship within the history of marketing', Journal of Business Research, 108, pp. 259–267. Available at: https://doi.org/10.1016/j.jbusres.2019.10.040.
Haque-Fawzi, M. Grace., Iskandar, A. Syarief., Nurjaya. and Sunarsi, Denok. (2021) Strategi Pemasaran Konsep, Teori dan Implementasi. Banten: Pascal Book.
Kotler, P. and Armstrong, G. (2008) Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, P. and Keller, K.L. (2008) Manajemen Pemasaran. 13th edn. Edited by B. Sabran. Jakarta: Erlangga.
Kurniawanto, H., Rahmadi, Z.T. and Wahyudi, M.A. (2022) ‘Effect of work environment and motivation on employee performance with job satisfaction as a mediation’, International Journal of Social and Management Studies, 3(3), pp. 150–162. Available at: https://doi.org/10.5555/ijosmas.v3i3.209
Kustiawan, R. and Kuncoro, I.A. (2013) ‘Faktor-Faktor yang Mempengaruhi Keputusan Kosumen dalam Melakukan Pembelian Makanan Ringan Secara Online’, Jurnal Hospitality dan Manajemen Jasa, 1(2), pp. 351-361. Available at: https://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/997
Meliawati, T., Gerald, S.C. and Akhmad Edhy Aruman (2023) ‘The effect of social media marketing TikTok and product quality toward purchase intention’, Journal of Consumer Sciences, 8(1), pp. 77–92. Available at: https://doi.org/10.29244/jcs.8.1.77-92.
Murhadi & Reski (2022) ‘pengaruh e-service quality kesadaran merek kepercayaan kepuasan pelanggan TikTokshop’, Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), pp. 229-240. Available at: https://doi.org/10.32815/jibeka.v16i2.471.
Nurjannah, A. and Surianto, Moh.A. (2022) ‘The Influence of TikTok, Brand Ambassador, and Brand Awareness on Shopee’s Purchase Interest’, Interdisciplinary Social Studies, 1(6), pp. 642–658. Available at: https://doi.org/10.55324/iss.v1i6.143.
Nurmalina, R., Yulianti, C., Fitri, Utami, A.D., Sari, R.M., Risenasari, H., Khotimah, H., Rosiana, N., Rachman, A. and Hasibuan, M. (2015) Pemasaran: Konsep dan Aplikasi. Bogor: PT. Penerbit IPB Press.
Prasetio, A. and Purnamawati, E. (2022) ‘The Role of Brand Ambassador and Electronic Word of Mouth in Predicting Purchase Intention’, Jurnal Dinamika Manajemen, 14(1), pp. 1–21. Available at: https://journal.unnes.ac.id/nju/index.php/jdm/article/view/38435.
Rahardaya, A.K. and Irwansyah (2021) ‘Studi literatur penggunaan media sosial TikTok sebagai sarana literasi digital pada masa pandemi COVID-19’, Jurnal Teknologi dan Informasi Bisnis, 3(2), pp. 308-319. Available at: https://doi.org/10.47233/jteksis.v3i2.248
Rita, P., Oliveira, T. and Farisa, A. (2019) ‘The impact of e-service quality and customer satisfaction on customer behavior in online shopping’, Heliyon, 5(10), p. e02690. Available at: https://doi.org/10.1016/j.heliyon.2019.e02690.
Rizaty, M.A. (2023) Per 2023, Pengguna TikTok Indonesia Terbanyak Kedua Dunia, Dataindonesia. Available at: https://www.cnbcindonesia.com/research/20230616121645-128-446550/luhut-politik-kampungan-fakta-113-juta-pengguna-TikTok-ri#:~:text=Jakarta%2C%20CNBC%20Indonesia%20%2D%20Indonesia%20tercatat,sosial%20tersebut%20di%20dalam%20negeri.
Saragih, L., Jontarudi Tarigan, W. and Kevin Jhody Saragih, M. (2022) ‘Pemanfaatan Digital Content TikTok dan Buku Kas Berbasis Android bagi UMKM Anggota Cu Hatirongga’ Jurnal Pengabdian Masyarakat Sapangambei Manoktok Hitei, 2(2), pp. 25–40. Available at: https://doi.org/10.36985/jpmsm.v2i2.507
Sewaka, Anggraini, K. and Sunarsih, D. (2022) Digital Marketing. Tangerang Selatan: Pascal Books.
Shafa, KA and Hidayat, A. (2022) 'Social Media Marketing Activities, Brand Awarness, and Brand Image of Commitment on Somethinc Product TikTok Account', Enrichment: Journal of Management, 12(3), pp. 1613–1619. Available at: https://enrichment.iocspublisher.org/index.php/enrichment/article/view/614.
Sharabati, A.-A.A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M. and Abu Ghoush, Q. (2022) ‘The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application’, Journal of Open Innovation: Technology, Market, and Complexity, 8(3), p. 125. Available at: https://doi.org/10.3390/joitmc8030125.
Tien, N.H., Ngoc, N.M., Anh, D.B.H., Huong, N.D., Huong, N.T.T., Phuong, T.N.M. (2020) ‘Development opportunities for digital marketing in post Covid-19 period in Vietnam’, International Journal of Multidisciplinary Research and Growth Evaluation, 1(5), pp. 95–100. Available at: https://www.researchgate.net/profile/Nguyen-Tien-32/publication/348507586_Development_opportunities_for_digital_marketing_in_post_Covid-19_period_in_Vietnam/links/60019e8b299bf140889b485d/Development-opportunities-for-digital-marketing-in-post-Covid-19-period-in-Vietnam.pdf
Tjiptono, F. (1995) Strategi pemasaran. Yogyakarta: Andi Offset.
Utomo, Y.T. and Salsabila, A. (2021) ‘The Effect of Promotion, Products, and Events on Consumer Buying Decisions of Islamic Book Fair Syakaa Organizer’, Valuta: Jurnal Administrasi Bisnis, Manajemen dan Ekonomi, 7(1), pp. 27–36. Available at: https://journal.uir.ac.id/index.php/valuta/article/view/6822.
Wang, X., Cheng, M., Li, S. and Jiang, R. (2023) ‘The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands’, Tourism Management, 96, p. 104696. Available at: https://doi.org/10.1016/j.tourman.2022.104696.
Wibowo, R. andi (2019) Manajemen Pemasaran. Edisi 1. Semarang: Radna Andi Wibowo.
Zhao, H. and Wagner, C. (2023) ‘How TikTok leads users to flow experience: investigating the effects of technology affordances with user experience level and video length as moderators’, Internet Research, 33(2), pp. 820–849. Available at: https://doi.org/10.1108/INTR-08-2021-0595.