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All Journal ProBisnis : Jurnal Manajemen Journal Research of Social Science, Economics, and Management
Yani Iriani
Universitas Widyatama, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Strategi Pemanfaatan TikTok untuk Membangun Brand Awareness Brand Fashion Ways.co Wuri Arianty Syamsi; Nasrul Setianto; Asep Saepuloh; Yani Iriani
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Indonesian local fashion brands continue to grow by offering affordable products that have quality competitive with imported brands. One of the main strategies to enhance competitiveness is the use of digital marketing through the TikTok platform. This study aims to analyze the digital marketing strategies implemented by Ways.co, a local clothing brand that utilizes TikTok as the main channel for promotion and sales. The research method used is qualitative with a case study approach through in-depth interviews with the marketing team. The research results indicate that TikTok plays a strategic role in building brand awareness while also driving sales, particularly due to its integration with marketplaces such as Tokopedia. The marketing strategy employed includes a combination of organic content in the form of live streaming with special price offers, try-on videos using viral sounds, as well as the implementation of a consistent content publication schedule. Additionally, Ways.co also adopts a paid strategy through the Boost Ads feature, with an allocation of IDR 150,000 for promoting live streaming and IDR 200,000 for video content, which has proven effective in expanding audience reach. Internal data shows that about 80% of sales are generated more from TikTok compared to Shopee, with the main success indicator being the number of traffic views during live sessions. This study concludes that TikTok functions not only as a social media platform but also as an integrated marketing channel capable of effectively combining promotion, consumer interaction, and sales.
Quality Control in Coconut Sorting Process using Statistical Process Control (SPC) and Root Cause Analysis (RCA) (Case Research: UMKM Wika Kelapa) Ramdan Nugraha; Yani Iriani
Journal Research of Social Science, Economics, and Management Vol. 5 No. 1 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i1.960

Abstract

UMKM Wika Kelapa is a coconut shell (endocarp) supplier business in Pangandaran. The main problem faced is the high level of coconut defects, including broken coconuts, rotten coconuts, and sprouted coconuts, with an average percentage of 4.65%, exceeding the 3% tolerance limit that has been set. The high level of defects impacts business losses because defective coconuts are sold at lower prices. This research aims to determine whether quality control in the coconut sorting process is in control, identify factors causing defects, and provide suggestions for improvement to minimize coconut defects using Statistical Process Control (SPC) and Root Cause Analysis (RCA) methods. The sorting process is illustrated using the SIPOC (Supplier, Input, Process, Output, and Customer) approach. The results of SPC analysis using check sheets, histograms, Pareto diagrams, and P-Charts show that the coconut sorting process is not yet statistically controlled, with seven points outside the control limits, namely January (0.050), March (0.051), April (0.052), June (0.056), August (0.035), September (0.042), and November (0.040) during 2024. The RCA analysis using fishbone diagrams and five-whys revealed that broken coconut defects are dominantly caused by human factors, including lack of accuracy, unskilledness, and worker fatigue. Rotten coconut defects are dominantly caused by method factors, namely the absence of SOPs, resulting in prolonged storage in humid and unhygienic conditions. Sprouted coconut defects are primarily caused by method factors due to lack of SOPs or training on storage and absence of inspection protocols.
Co-Authors Asep Saepuloh Nasrul Setianto Ramdan Nugraha Wuri Arianty Syamsi