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All Journal Jurnal Ilmiah Edunomika (JIE) Journal of Entrepreneur, Business and Management
Nurdin, Hairil
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGGUNAAN PROMOSI BERBAYAR PADA SOSIAL MEDIA TIKTOK BAGI UMKM DI KOTA KUPANG Nurdin, Hairil; Sultan, Taqwa; Muni, Wilhelmina; Mbalu, Feren
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15629

Abstract

Abstrak Tiktok merupakan salah satu aplikasi yang telah mengubah model pemasaran dan memberikan kontribusi nyata melalui algoritma uniknya, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM). TikTok juga sebagai salah satu platform media sosial yang populer, memiliki fitur promosi berbayar yang dirancang untuk menjangkau pasar yang lebih luas dengan cara yang lebih efektif. Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan promosi berbayar di TikTok bagi UMKM di Kota Kupang dalam meningkatkan penjualan produk UMKM. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif melalui studi kasus dan survei terhadap UMKM yang telah memanfaatkan fitur promosi berbayar pada aplikasi sosial media TikTok. Hasil penelitian menunjukkan bahwa penggunaan TikTok berbayar mampu meningkatkan pertumbuhan penjualan, terutama jika strategi konten yang digunakan menarik. Faktor-faktor seperti penentuan target audiens, kualitas konten, serta alokasi anggaran yang tepat sangat mempengaruhi keberhasilan promosi di TikTok. Dengan demikian, promosi berbayar di TikTok dapat menjadi salah satu strategi pemasaran yang efektif bagi UMKM untuk bersaing di era digital. Kata Kunci ; Promosi, UMKM, Kupang, Pemasaran, Tiktok Abstract TikTok is one of the applications that has transformed marketing models and made a significant contribution through its unique algorithm, especially for Micro, Small, and Medium Enterprises (UMKM). As one of the most popular social media platforms, TikTok offers paid promotion features designed to reach a broader market more effectively. This study aims to analyze the effectiveness of using paid promotions on TikTok for MSMEs in the city of Kupang in boosting their product sales. The method used in this research is descriptive qualitative through case studies and surveys of (UMKM) that have utilized the paid promotion feature on the TikTok social media app. The results of the study indicate that the use of TikTok paid promotions can increase sales growth, especially if the content strategy employed is engaging. Factors such as target audience selection, content quality, and proper budget allocation greatly influence the success of promotions on TikTok. Thus, paid promotions on TikTok can be an effective marketing strategy for UMKM to compete in the digital era. . Keywords: Promotion, UMKM, Kupang, Marketing, Tiktok
APPAREL PURCHASE DECISIONS: THE INFLUENCE OF PRODUCT QUALITY, PROMOTION, AND DESIGN Nurdin, Hairil; Masri, Syahril; M. Jusuf, Ardi
Journal of Entrepreneur, Business and Management Vol 1, No 3 (2023): Journal Of Entrepreneur, Business and Management
Publisher : Entrepreneurship Undergraduate Program at Amkop Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/jebm.v1i3.68

Abstract

This research aims to determine the influence of product quality, promotion and design on purchasing decisions for Manzone distro clothing. This research uses quantitative methods with a survey approach. The sample in this study was 100 respondents. Sampling used the Slovin technique with a non-probability sampling technique. The results of this research show that product quality has a positive and significant influence on purchasing decisions, promotion has a positive and significant influence on purchasing decisions, design has a positive influence on purchasing decisions, and simultaneously product quality, promotion and design have a significant influence on purchasing decisions for Manzone distro clothing. Keywords: Product Quality, Promotion, Design, Purchasing Decisions
PENGGUNAAN PROMOSI BERBAYAR PADA SOSIAL MEDIA TIKTOK BAGI UMKM DI KOTA KUPANG Nurdin, Hairil; Sultan, Taqwa; Muni, Wilhelmina; Mbalu, Feren
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15629

Abstract

Abstrak Tiktok merupakan salah satu aplikasi yang telah mengubah model pemasaran dan memberikan kontribusi nyata melalui algoritma uniknya, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM). TikTok juga sebagai salah satu platform media sosial yang populer, memiliki fitur promosi berbayar yang dirancang untuk menjangkau pasar yang lebih luas dengan cara yang lebih efektif. Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan promosi berbayar di TikTok bagi UMKM di Kota Kupang dalam meningkatkan penjualan produk UMKM. Metode yang digunakan dalam penelitian ini adalah kualitatif deskriptif melalui studi kasus dan survei terhadap UMKM yang telah memanfaatkan fitur promosi berbayar pada aplikasi sosial media TikTok. Hasil penelitian menunjukkan bahwa penggunaan TikTok berbayar mampu meningkatkan pertumbuhan penjualan, terutama jika strategi konten yang digunakan menarik. Faktor-faktor seperti penentuan target audiens, kualitas konten, serta alokasi anggaran yang tepat sangat mempengaruhi keberhasilan promosi di TikTok. Dengan demikian, promosi berbayar di TikTok dapat menjadi salah satu strategi pemasaran yang efektif bagi UMKM untuk bersaing di era digital. Kata Kunci ; Promosi, UMKM, Kupang, Pemasaran, Tiktok Abstract TikTok is one of the applications that has transformed marketing models and made a significant contribution through its unique algorithm, especially for Micro, Small, and Medium Enterprises (UMKM). As one of the most popular social media platforms, TikTok offers paid promotion features designed to reach a broader market more effectively. This study aims to analyze the effectiveness of using paid promotions on TikTok for MSMEs in the city of Kupang in boosting their product sales. The method used in this research is descriptive qualitative through case studies and surveys of (UMKM) that have utilized the paid promotion feature on the TikTok social media app. The results of the study indicate that the use of TikTok paid promotions can increase sales growth, especially if the content strategy employed is engaging. Factors such as target audience selection, content quality, and proper budget allocation greatly influence the success of promotions on TikTok. Thus, paid promotions on TikTok can be an effective marketing strategy for UMKM to compete in the digital era. . Keywords: Promotion, UMKM, Kupang, Marketing, Tiktok
Co-Authors Kabanga, Margaretha Sartien M. Jusuf, Ardi Masri, Syahril Mbalu, Feren Muni, Wilhelmina Samosir, Benaya Haposan Taqwa Sultan