Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal CARONG: Jurnal Pendidikan, Sosial dan Humaniora
Adzra Fathonah
Unknown Affiliation
Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Fenomena TikTok Shop dan TikTok Live sebagai Dampak Economic Decline Post-Covid Adzra Fathonah; Kayla Khairunisa; Sri Handayani
CARONG: Jurnal Pendidikan, Sosial dan Humaniora Vol. 2 No. 2 (2025): APRIL: Sosial Studies
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/e20pct08

Abstract

The development of the digital economy has driven a major transformation in how Micro, Small, and Medium Enterprises (MSMEs) market and sell their products, particularly through social media platforms such as TikTok. This study aims to examine the role of TikTok Shop in enhancing the competitiveness of local MSMEs amidst shifting consumer behavior in the post-pandemic era. Using a literature review method from various relevant journals and articles, the study finds that TikTok Shop offers significant opportunities for MSMEs to reach broader markets through short video content, live streaming features, and seamless transaction systems. TikTok Live has proven effective in fostering emotional engagement and consumer trust through real-time interaction and product visualization. However, challenges such as competition with large brands and the need to follow fast-changing trends also emerge as consequences of rapid digitalization. The findings suggest that TikTok Shop contributes positively to MSMEs' digital adaptation and promotes local economic growth in the digital era.
Co-Authors Kayla Khairunisa Sri Handayani