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Novia Roman Danisyah
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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Abstract

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.
Co-Authors Aska Dwi Rahmadhayanti Asmal Fajri Mochamad Kiki Apriliandi Ria Aulia Silvi Herliyani