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All Journal JSMA (Jurnal Sains Manajemen dan Akuntansi) JEBD
Fitria, Anisatun
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Economics, Econometrics & Finance Engineering Social Sciences

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Strategi Branding Digital UMKM melalui Konten TikTok (Studi Kasus UMKM Pojok Manis Lamongan) Lestari, Kofifa Zunia; Kusuma, Wulan Zuni Anggraeni; Fitria, Anisatun; Nilasari, Dinar Gymnastiar; Riza Saputri, Adhelia Dwinanda
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

This research aims to explain the digital branding strategy carried out by the Pojok Manis Lamongan MSME through the use of TikTok as a platform for promotion and brand image development. The study uses a qualitative approach with a descriptive case study design. Data were obtained from semi-structured interviews with the business owner, observations of the official TikTok account, and documentation such as digital archives and screenshots of uploaded content. The data were then processed through data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through technique triangulation. The results show that the digital branding strategy mainly focuses on creating visually appealing product promotion videos, maintaining consistent content uploads, and making use of TikTok trends and features, including live streaming, to increase interaction with viewers. The use of TikTok has contributed positively to improving business visibility, increasing the number of customers, and strengthening the brand image of the MSME. However, the planning of the branding strategy is still relatively simple and has not been carried out in a structured manner. As a result, the evaluation of branding success is still limited to the number of views and user engagement levels. Therefore, in order to maximize TikTok as a digital branding medium for MSMEs, more systematic content planning, better digital literacy, and continuous evaluation are needed to support sustainable business growth.
Pengaruh influencer Marketing dan Shopping lifestyle terhadap impulsive buying: peran Fear of Missing Out (FoMO) sebagai Variabel Mediasi (Studi pada Generasi Z Pengguna Tiktok Shop di Lamongan) Fitria, Anisatun; Sulton, Muhammad; Purwanti, Ika; Darianto
JSMA Vol 17 No 2 (2025): JSMA (Jurnal Sains Manajemen dan Akuntansi)
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi STAN IM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37151/jsma.v17i2.278

Abstract

Perkembangan media sosial yang berfungsi sebagai sarana social commerce turut mengubah perilaku konsumsi Generasi Z, terutama pada platform TikTok Shop. Perilaku impulsive buying yang muncul akibat promosi dari influencer serta gaya hidup berbelanja menjadi fenomena yang menarik untuk diteliti karena berpotensi memengaruhi pola konsumsi generasi muda. Kajian ini dimaksudkan untuk menguji dampak influencer marketing dan shopping lifestyle pada impulsive buying dengan fear of missing out (FoMO) sebagai variabel mediasi pada Generasi Z pengguna TikTok Shop di Kabupaten Lamongan. Kajian ini mempergunakan pendekatan kuantitatif melalui metode survei. Pengumpulan data dijalankan dengan penyebaran kuesioner, kemudian dianalisa mempergunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil analisis membuktikan jika influencer marketing dan shopping lifestyle tidak mempunyai dampak langsung pada impulsive buying. Namun demikian, kedua variabel tersebut memberi dampak positif dan signifikan pada FoMO. Selanjutnya, FoMO terbukti memberi dampak signifikan pada impulsive buying serta berperan sebagai mediator penuh dalam hubungan antara variabel independen dan impulsive buying. Kajian ini mengindikasikan bahwa faktor psikologis berupa ketakutan akan tertinggal informasi memegang peranan penting dalam mendorong perilaku pembelian impulsif pada Generasi Z.
Co-Authors Darianto Ika Purwanti Kusuma, Wulan Zuni Anggraeni Lestari, Kofifa Zunia Nilasari, Dinar Gymnastiar Riza Saputri, Adhelia Dwinanda Sulton, Muhammad