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All Journal Jurnal Pendidikan Ilmu Sosial Al Ishlah Jurnal Pendidikan Jurnal Penelitian Pendidikan IPA (JPPIPA) SUSTINERE: Journal of Environment and Sustainability Adi Widya : Jurnal Pengabdian Masyarakat SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Kreativitas PKM International Journal of Economics, Business and Accounting Research (IJEBAR) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Paedagogy Jurnal Surya Masyarakat Jurnal Pembelajaran, Bimbingan, dan Pengelolaan Pendidikan J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Jurnal VARIDIKA Jurnal Simki Economic
Suranto Suranto
Fakultas Keguruan Dan Ilmu Pendidikan, Universitas Muhammadiyah Surakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Jurnal Simki Economic

 1 
Model Pemanfaatan TikTok untuk Pengembangan Bisnis Digital Wirausahawan Muda di Kota Surakarta Santi Rochmawati; Suranto Suranto
Jurnal Simki Economic Vol 9 No 1 (2026): Volume 9 Nomor 1 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i1.1537

Abstract

The use of the TikTok application in digital business development is increasingly important along with changes in consumer behavior and the development of digital marketing. This study aims to analyze the use of the TikTok Application as a medium for digital business development by young entrepreneurs in the city of Surakarta. The research uses a qualitative approach with a case study design, with data collection techniques through in-depth interviews, observations, and documentation. Data analysis is carried out using an interactive analysis model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that TikTok is not only perceived as an entertainment platform, but has been utilized as a strategic digital promotional medium to expand market reach, build brand awareness, and improve interaction with consumers. TikTok's utilization strategy is adaptive and adjusted to the characteristics of the product, target market, and marketing strategies applied. Interaction through comments, DMs, and features live streaming plays an important role in building two-way communication and consumer trust. However, the effectiveness of TikTok utilization is influenced by differences in product characteristics, content strategies, and the ability of business actors to adapt to changes in the platform's algorithm. This research contributes to the development of digital entrepreneurship literature by presenting contextual empirical evidence of how young entrepreneurs reinterpret TikTok from just an entertainment platform to a strategic digital marketing media. The findings of this research enrich the theoretical discourse on the adaptation of digital entrepreneurship and short video platform-based marketing strategies in a local business context. Practically, this research provides implications for young entrepreneurs in optimizing the utilization of digital platforms through adaptive content strategies and orientation towards interaction quality.
Co-Authors Adcharina Pratiwi Agnia Khulqi Karima Agus Marimin Amalia Febriyanti Anita Damayanti Azarin Carissa Putri Laksmi Azhar Alam Bahtiar Yasin Balqis Andalusia Bekti Nugrahadi Brillian Nur Diansari Bunga Amanda Bunga Amanda Cahyaning Dyah Asari Cahyaning Dyah Asari Cast Torizellia Chandra Wisnu Utomo Cheysa Cinantya Hapsari Desy Nur Pratiwi Dhany Efita Sari Diah Ayu Widyasari Diana Rahmawati Dyera Forestryana Eko Setiawan Erni Harlina Isdiati Fahrur Rizal Famila Rusdianti Farhat Haque Faritsa Syifa Azizah Firman Maulana Habil Azhar Hendawan Habil Azhar Hendrawan Hafiz Ramadhan Haryoto Haryoto Ijah Mulyani Sitohang Ika Candra Sayekti Inda Fresti Puspitasari Indra Lila Kusuma Intan Putri Rahmania Ita Nuryana Joko Suwandi Jonathan Camana Gano-an Jonathan Camana Gano-an Kartika Thoyibbah Laili Khasanah Lestari, Retna Dewi Listi Septiana Avita Putri Lutfi Rahmawati Moh Chairil Asmawan Moh. Chairil Asmawan Mohammad Chairil Asmawan Much Djunaidi Muhamad Taufik Hidayat Muhammad Anas Muhammad Fahmi Johan Syah Muhtadi Muhtadi Munajat Tri Nugroho Mustofa, Rochman Hadi Nadia Fauzi Asila Norazmie Yusof Nova Indriyani Cahyaning Tias Pramudya Kurnia Puguh Ika Listyorini Rahayu Febri Riyanti Raisa Aribatul Hamidah Ramlee Musthapa Rini Agustin Eka Yanti Riska Rosita Risma Fadhilah Risma Fadhilah Rizka Rochman Hadi Mustofa Sabar Narimo Santhyami Santi Rochmawati Seli Fatmahwati Septi Anggraini Septi Indriyani Septi Setianingrum Shazaitul Azreen Rodzalan Siti Aisyah Surani Dwi Astuti Suranto Suranto Surya Jatmika Titik Ulfatun Tri Nur Wahyudi Wafrotur Rohmah Yani Sukriah Siregar Yesi Widiyastuti Yovi Annang Setiyawan