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All Journal Socia : Jurnal Ilmu-Ilmu Sosial Priviet Social Sciences Journal
Mawaddah
Politeknik Negeri Medan
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island Poppy Wulandari; Mawaddah; Ade Rasinta Herli Kristiani Purba
Priviet Social Sciences Journal Vol. 5 No. 6 (2025): June 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i6.383

Abstract

This research investigates the potential of TikTok as a digital marketing platform for fostering entrepreneurship on Sumatra Island, Indonesia. The study addresses the gap in the current literature regarding the suboptimal use of digital marketing tools in the region, particularly TikTok, which remains under-utilized despite its potential to enhance entrepreneurial growth. Using a qualitative research approach, data was collected through in-depth interviews with six informants, three TikTok sellers and three affiliates from Aceh, North Sumatra, and West Sumatra. Findings indicate that TikTok serves as an effective and cost-efficient platform for entrepreneurs, offering a dual function as both an entertainment and shopping medium. However, the study reveals challenges, such as limited digital financial literacy and an underdeveloped application of marketing strategies on the island. The research contributes to understanding the dynamics of digital marketing adoption in Sumatra, highlighting the necessity of enhancing digital financial literacy and maximizing the use of the platform, for example, TikTok to boost entrepreneurial independence. The implications of this study suggest the importance of integrating digital tools in regional economic policies to foster inclusive growth. The study also acknowledges limitations such as the small sample size and the focused geographical scope which recommend future research with broader, more diverse samples and a mixed-methods approach to explore long-term business sustainability and the comparative effectiveness of various digital platforms.
Exploring Exploring Aceh’s Virtual Destination Image Through Netizen’s Perception on Tiktok : Exploring Aceh’s Virtual Destination Image Through Netizen’s Perception on Tiktok Mawaddah; Ulfa Erfendy
SOCIA: Jurnal Ilmu-Ilmu Sosial Vol. 23 No. 1 (2026): Socia: Jurnal Ilmu-Ilmu Sosial
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/socia.v23i1.98329

Abstract

This study examines the virtual destination image of Aceh Province as a halal tourism destination through user interactions on TikTok. Using a qualitative content analysis of 3,960 user comments on the three most highly engaged Aceh tourism videos, the findings reveal that destination image (381 comments) is the dominant theme, indicating that visual appeal natural beauty and aesthetic qualities shapes Aceh's virtual image more strongly than informative narratives. Travel interest emerged as a significant theme (176 comments), demonstrating that visual exposure on TikTok influences visit intention. Netizen sentiment was balanced between positive (92) and negative (86) opinions. Negative comments primarily expressed concerns about Sharia law enforcement for non-local tourists while positive comments emphasized Aceh's cultural uniqueness and religious identity. Islamic and halal values appeared as supporting elements (114 comments) but were secondary to visual representation. Keywords: virtual destination image, halal tourism, Aceh, TikTok, analysis of netizen comments, electronic word of mouth
Co-Authors Ade Rasinta Herli Kristiani Purba Poppy Wulandari Ulfa Erfendy