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All Journal Jurnal Ekonomi Pembangunan TEKMAPRO Journal of Industrial Engineering and Management Jurnal Ekonomi Modernisasi Journal of Economics, Business, & Accountancy Ventura JURNAL EKONOMI DAN BISNIS AIRLANGGA IMAGE Jurnal Pendidikan Ekonomi Jurnal Ekonomi dan Studi Pembangunan (Journal of Economics and Development Studies) Jurnal Pendidikan: Teori, Penelitian, dan Pengembangan Jurnal Pendidikan Ekonomi AKRUAL: Jurnal Akuntansi Jurnal Pendidikan Ekonomi & Bisnis Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Quantitative Economics Research Jurnal SOLMA Journal of Socioeconomics and Development Martabe : Jurnal Pengabdian Kepada Masyarakat CARADDE: Jurnal Pengabdian Kepada Masyarakat OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Shirkah: Journal of Economics and Business Buletin Ilmiah Marina : Sosial Ekonomi Kelautan dan Perikanan JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Jurnal Biomedika dan Kesehatan Jurnal Karinov Journal of Enterprise and Development (JED) Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang ASSET: Jurnal Manajemen dan Bisnis International Journal Of Science, Technology & Management (IJSTM) International Journal of Business, Law, and Education International Journal of Educational Research and Social Sciences (IJERSC) Dynamic Management Journal Journal of Applied Business, Taxation and Economics Reseach Golden Ratio of Marketing and Applied Psychology of Business PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Social Science Studies International Journal of Humanities Education and Social Sciences Jurnal Ekobismen Journal of Economics and Social Sciences Eduvest - Journal of Universal Studies International Education Trend Issues Innovative: Journal Of Social Science Research Jurnal Ekonomi, Bisnis dan Pendidikan (JEBP) Economos : Jurnal Ekonomi dan Bisnis Social, Ecology, Economy for Sustainable development goals Journal Riset Akuntansi dan Keuangan Indonesia International Journal of Technology and Education Research Asian Journal of Management, Entrepreneurship and Social Science Jurnal Pendidikan Ilmu Sosial Balance: Jurnal Ekonomi Jurnal Ekonomi dan Studi Pembangunan (JESP)
Hadi Sumarsono
Universitas Negeri Malang
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Journal : JOURNAL OF APPLIED BUSINESS ADMINISTRATION

 1 
Digital transformation of ornamental plant businesses in Batu City through TikTok live Adira, Fitra Ayu; Wahyono, Hari; Sumarsono, Hadi
Journal of Applied Business Administration Vol 10 No 1 (2026): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.12082

Abstract

Research on digital transformation in small and medium-sized enterprises generally focuses on the use of social media in general, while studies that specifically examine the adaptation process through live streaming features, especially in the local ornamental plant business, are still limited. In addition, the subjective experiences of business actors in facing the process of learning and adapting to technology have not been widely studied. Based on these gaps, this study aims to analyze the digital adaptation process in the development of ornamental plant businesses in Batu City through the use of TikTok Live as a marketing medium. This study uses a qualitative approach with a phenomenological method. Theoretically, this study uses Everett Rogers' Diffusion of Innovation, Fred Davis' Technology Acceptance Model (TAM), and Herbert A. Simon's Behavioral Economics perspective to explain the process of adoption, acceptance, and decision-making in the use of technology. The informants consisted of five business actors who actively use TikTok Live. Data was collected through in-depth interviews, observation, documentation, and snowball sampling techniques, then analyzed through data organization, thematic coding, and conclusion drawing. The results show that before using TikTok Live, business owners still relied on traditional marketing with limited reach. The digital adaptation process involved increasing digital literacy, content creativity, and direct interaction with consumers. After utilizing this feature, informants experienced an increase in market reach, consumer interaction, and potential income. However, there were obstacles in the form of limited digital literacy, suboptimal technological infrastructure, and a lack of external assistance. This study contributes by providing an empirical description of the digital adaptation strategies of ornamental plant businesses, which can be used as a reference in facing digital transformation.
Co-Authors Abbas, Muhammad Hasyim Ibnu Adi Santoso Adianto, Raymond Adib Afrian Zalza Adira, Fitra Ayu Adlani, Hadianti Afifah, Izzatul Agus Sumanto Agus Sumanto Aini, Asfa Agustina Nusba Anggi Irmaa Lismana Anggiat, Desi Anggraeni, Sefira Oktavia Annisya Ariyani, Aziza Aulianda, Mega Azahra, Shofia Bagus Shandy Narmaditya Beltasari, Ruri Acnes Budi Eko Soetjipto Camila, Elmira Mufliha Chris Wijayanti Puspita dianawati, dianawati Dwi Hernanik, Nova Dwi Wulandari Dwi Wulandari Ermita Yusida Ermita Yusida Fahrian Hanantha Ihza Fitratama Faradiba, Elsera Faradila, Meutia Atika Farida Rachmawati Farida Rahmawati Fatmawati, Kurnia Fitus Baskara Fulgentius Danardana Murwani Futaqi, Faruq Ahmad Grace Nerry Legoh Grisvia Agustin Hairunisa, Nany Hari Wahyono Hendry Cahyono Heny Kusdiyanti, Heny Heri Wijayanto Husnun Amalia Ika Permatasari Imam Mukhlis Indah K, Luluk Nur Iswanto, Huddy Joice Viladelvia Kalumpiu, Joice Viladelvia Joko Sayono Kholifah, Dewi LEKOK, WIDYAWATI Lely Jayanti Leni Mariani Lestari, Ilfi Ayu Lilik Sufiyah Lisa Rokhmani Lustina Fajar Prastiwi Magistyo Purboyo Priambodo Maharani, Ronaningtyas Manik, Yuni Mariani Marja, Triyoko Septio Martha Hendrati, Ignatia Ma’ruf, Muhammad Mega Aulianda Megasari, Putri Agung Melyana Gita Astika Mohd Al-ikhsan Ghazali Muhammad Daffa Putra Muhammad Rizky Alamshah Naning Kristiyana, Naning Nasikh Natadidjaja, Ronald Irwanto Ningrum, Linda Agustin Novi Saputri, Dela Refi Novid, Ade Nurdiana Nurul Khaerani, Siti Nusba Aini, Asfa Agustina Pahrizal, P. Pertiwi, Iin Indra Prayoga, Bhima Erlangga Sukma Premi Wahyu Widyaningrum Purnomo, Rochmat Aldy Putra Hilmi Prayitno Qodri, Lutfi Asnan Qurrata, Vika Annisa Rachmadia, Rizki Rahayu Rahayu Rantung, Alvin Lekonardo Rifaul Kirom, Novita Rofiah, Siti Khusnul Sabilla, Tara May Samira, Jihan Saputra, Dani Adi Satrio, Yogi Dwi Siti Muslihah Sri Handayani Sri Hartono, Sri Sri Mulyani Sritrisniawati, Shella Elly Sudarmiatin Sudarmiatin, S. Sugeng Hadi Utomo Suhaili Alma’amun Suryaningsih Suryaningsih Suryaningsih, Novianti Tara May Sabilla Titi Rapini, Titi Titiek Ambarwati Tubagus Ferdi Fadilah, Tubagus Ferdi Umu Rosyidah Velia Morita Herynda Vembri Aulia Rahmi Wahjoedi Wahjoedi Wahjoedi Wahyuningsih, Dwi Warni Wijianto Wijianto Yaqzah, Moch. Wahyu YENNY YENNY Yuliana Yuliana Yunani Yunani