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Mochamad Kiki Apriliandi
Universitas Pamulang
Economics, Econometrics & Finance Engineering

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Pengaruh Sound Effect dalam Konten Tiktok Marketing dan Audio Branding Terhadap Peningkatan Traffic Website Bisnis Umkm Asmal Fajri; Mochamad Kiki Apriliandi; Novia Roman Danisyah; Aska Dwi Rahmadhayanti; Silvi Herliyani; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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This study aims to analyze the influence of sound effects in TikTok marketing content and audio branding on increasing website traffic among SMEs. A quantitative approach was employed through a survey method by distributing questionnaires to 90 SME owners in West Java who actively use TikTok as a marketing platform and operate business websites. Data were analyzed using multiple linear regression. The results indicate that sound effects in TikTok marketing content have a positive and significant effect on website traffic (β = 0.299; p = 0.002). Furthermore, audio branding has a positive and significant effect on website traffic (β = 0.340; p < 0.001) and represents the strongest determinant of website traffic. Simultaneously, both variables explain 29.3% of the variance in website traffic (F = 18.049; p < 0.001). These findings suggest that optimizing audio elements in digital marketing strategies, through engaging sound effects and strong audio branding, can effectively increase website visits and support SME business growth.
Peran Kenyamanan Lahan Parkir dan Kualitas Pelayanan terhadap Minat Konsumen Membagikan Pengalaman di Media Sosial pada Umkm Kuliner Warung Miendo Srawung Dea Karolina; Dwi Yulianto; Melinda Maulinda; Mochamad Kiki Apriliandi; Noviana Roman Denisyah; Nunu Maria
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of digital technology and social media has changed consumer behavior in sharing experiences after visiting a business. This qualitative descriptive study examines the role of parking lot comfort and service quality in encouraging consumers to share their experiences on social media at Warung Miendo Srawung, a culinary MSME. Data were collected through direct observation, in-depth interviews, and documentation involving ten consumer informants who had visited the outlet at least twice within the last three months. The results show that comfortable, safe, and accessible parking facilities create a positive first impression, while friendly, fast, and responsive service builds customer satisfaction. Both factors work synergistically: consumers who are satisfied with both parking comfort and service quality are more likely to share photos, reviews, and recommendations on platforms such as Instagram, Facebook, TikTok, and WhatsApp. These findings suggest that culinary MSMEs need to manage both physical facilities and service quality comprehensively to maximize digital promotion through electronic word of mouth.
Co-Authors Aska Dwi Rahmadhayanti Asmal Fajri Dea Karolina Dwi Yulianto Melinda Maulinda Novia Roman Danisyah Noviana Roman Denisyah Nunu Maria Ria Aulia Silvi Herliyani