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All Journal Ekonis : Jurnal Ekonomi dan Bisnis ATRABIS: Jurnal Administrasi Bisnis (e-Journal)
Anggita Kinanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Social Media Analysis Of The Brand Image Of Bakso Gajah Bang Ucok Products At Tuasan Tempuling Medan Micha Siar Meiriza; Fikri Alfahmi Siregar; Okta Viani Kristin; Nabila Boru Lubis; Anggita Kinanti
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 10 No. 2 (2024): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Desember 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v10i2.2126

Abstract

This study examines the effect of social media use on the brand image of UMKM products with a case study of Bakso Goreng Gajah Bang Ucok in Medan. In the growing digital era, social media has significantly changed the marketing landscape for UMKM businesses. This research method uses a descriptive qualitative approach through observation data collection, direct interviews with business owners, and documentation of the business. The results showed that social media, especially TikTok as the main marketing media, has a significant positive impact on business development. The use of content strategies that trigger emotional responses, personalized approaches and soft selling, as well as active interaction with customers has proven effective in increasing sales. The effective implementation of the strategy had a positive impact, not only on increasing sales figures in the company's operational areas, but also attracted the attention of mainstream media and influential content creators. Despite facing several obstacles such as poor content assessment and feedback, this study proves that proper and sustainable social media management is the key to achieving business success and growth for UMKMs in today's digital age.
PENGARUH LIVE SHOPPING TIK-TOK TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN Alexander Sabastian Pangaribuan; Anggita Kinanti; Ade Mima Zakia Siregar; Etri Br Kaban; Dian Pratiwi; Nurul Wardani
Ekonis: Jurnal Ekonomi dan Bisnis Vol 28, No 1 (2026): JURNAL EKONOMI DAN BISNIS (EKONIS)
Publisher : Politeknik Negeri Lhokseumawe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30811/ekonis.v28i1.8992

Abstract

This study analyzes the influence of TikTok's Live Shopping feature on purchasing decisions of students from the Faculty of Economics, State University of Medan. The transformation of social media into a digital marketplace has enabled TikTok, through its live shopping feature, to enable direct interaction between sellers and buyers in real time. A quantitative approach was used with 98 respondents determined using the Slovin formula. Data were collected through a questionnaire and analyzed using normality, linearity, and simple linear regression tests. The results show that TikTok Live Shopping has a positive and significant effect on purchasing decisions, with a regression coefficient (B) of 0.577 and a significance value of 0.000 (0.05). This means that the higher the intensity and quality of the live shopping experience, the greater the student's tendency to purchase. Interactive features such as direct communication, product demonstrations, and real-time promotions increase consumer trust and satisfaction. This study confirms that live shopping is an effective digital marketing strategy, and further research is recommended to add variables such as consumer trust and customer loyalty to deepen the understanding of social commerce behavior in the digital era.Keywords: TikTok Live Shopping, purchasing decisions, digital marketing, Consumer Behavior.
Co-Authors Ade Mima Zakia Siregar Alexander Sabastian Pangaribuan Dian Pratiwi Etri Br Kaban Fikri Alfahmi Siregar Micha Siar Meiriza Nabila Boru Lubis Nurul Wardani Okta Viani Kristin