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All Journal Jurnal Publikasi Ilmu Manajemen Jurnal bintang manajemen Jurnal Kajian Dan Penalaran Ilmu Manajemen Riset Ilmu Manajemen Bisnis dan Akuntansi Journal of International Multidisciplinary Research
Mahdi Hidayatullah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Journal : Jurnal Publikasi Ilmu Manajemen

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Transformasi Digital pada Usaha Kecil: Studi Literatur dan Kasus RM Tapin Rasa dalam Meningkatkan Daya Tarik Pelanggan Melalui TikTok Aditiya Kusuma; Hastin Umi Anisah; Mahdi Hidayatullah
Jurnal Publikasi Ilmu Manajemen Vol. 3 No. 4 (2024): Desember: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v3i4.4447

Abstract

This study examines the implementation of digital transformation in small businesses through a case study of RM Tapin Rasa, a traditional restaurant leveraging TikTok as a marketing platform to enhance customer appeal. In the digital era, social media platforms like TikTok play a crucial role in consumer-oriented marketing strategies. With a "pull" approach, RM Tapin Rasa uses engaging content to foster close interactions with customers and strengthen brand awareness. Through this strategy, traditional businesses can maintain their local and unique aspects while using technology to reach a broader audience. Promotions on TikTok by @rm_tapin_rasa demonstrate that digital transformation need not sacrifice traditional values; rather, it can integrate them to bolster competitive advantage. This study also applies SWOT analysis to evaluate the strengths, weaknesses, opportunities, and challenges RM Tapin Rasa faces in using TikTok as a marketing tool. Findings reveal the importance of consumer-focused innovation for small businesses to remain relevant amidst rapid digital shifts, providing a model for effective technology adoption for other SMEs.
Co-Authors Aditiya Kusuma Ahmad Fahrizal Iskandar Zulkarnain Muhammad Fernanda Rizaldy Norma Tiara Nuril Huda