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All Journal Jurnal Ekonomika Manajemen Dan Bisnis Jurnal Social Society
Asmi, Syifa Ramadhani
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Humanities Economics, Econometrics & Finance Education Social Sciences

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Journal : Jurnal Social Society

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The Live Shopping Phenomenon on TikTok and its Impact on Local MSMEs (Study on Thrifting Traders in Gedebage Market, Bandung City) A'yuni, Vina Qurrotu; Asmi, Syifa Ramadhani; Wibisana, Sulthan Ariq
Journal Social Society Vol. 5 No. 1 (2025): Januari - Juni 2025
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/jss.5.1.2025.765

Abstract

The development of digital technoslogy has changed the landscape of commerce, including the rise of live shopping features on TikTok. This study aims to examine the response of thrift MSME players in Gedebage Market, Bandung, to the TikTok Live trend. Different from previous studies that focus on new products, this research highlights thrift MSMEs that have not been widely researched. The method used is qualitative through in-depth interviews, observation, and media content analysis. The results show that Pasar Gedebage is a vibrant informal economy ecosystem, but digital adoption (especially TikTok Live) is still limited due to barriers of technological capital, digital literacy, and cultural resistance. Although social media has great potential as a promotional tool, its utilisation is still sporadic. In conclusion, thrift MSME players have not fully utilised TikTok Live and rely more on conventional methods. Support through informal networks and mentoring between business actors is needed to encourage adaptation to the digital economy.
Co-Authors A'yuni, Vina Qurrotu Asral, Asral Wibisana, Sulthan Ariq