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All Journal Journal of International Conference Proceedings
Restin Meilina
Nusantara PGRI Kediri University
Humanities Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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Creative Content Production Challenge and Engagement Instability Analysis of Bu Erte’s Woven Bags on Tiktok Laylia Putri Ramadhanie; Restin Meilina
Journal of International Conference Proceedings Vol 8, No 7 (2025): 2025 Bali ICPM Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i7.4505

Abstract

This research investigates the content strategy of traditional craft MSMEs (Micro, Small, and Medium Enterprises) in response to engagement instability on TikTok. The study's significance lies in its effort to fill the literature gap regarding the impact of algorithmic uncertainty on the creative decisions of micro-entrepreneurs. Its objective is to analyze the meaning and adaptation strategies employed by the owner of "Tas Anyaman Bu Erte" (Bu Erte's Woven Bags) in managing fluctuations in audience involvement. Utilizing a qualitative case study approach, the research findings reveal that a reactive response to engagement instability actually triggers a simplification of content into static formats, which further decreases interaction. The findings indicate that audiences value content that transparently showcases the craftsmanship process more highly than content that merely follows viral trends. The study's implication suggests the necessity of shifting focus toward a hybrid content strategy that balances trend adaptation with product quality education to build sustainable customer trust.
Co-Authors Laylia Putri Ramadhanie