PENGARUH PENUTUPAN TIKTOKSHOP TERHADAP KEBERLANGSUNGAN EKONOMI UMKM INDONESIA

Badriatus Solihah (Institut Teknologi dan Bisnis Banten)
Siti Hilda (Institut Teknologi dan Bisnis Banten)

Jurnal Bina Bangsa Ekonomika
Vol. 17 No. 1 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)

A social commerce platform TikTok shop has gained immense popularity in today's digital age, making a significant contribution in providing resources for entrepreneurs and job opportunities for the Society. Tiktok shop is used as a marketing medium for MSMEs through features that combine entertainment with shopping experiences to offer their products, the TikTok shop algorithm that presents promotional content displaying creative products according to consumer preferences has proven effective in attracting consumers to buy these goods or services, with all the ease of transactions contained in the TikTok feature resulting in many consumers migrating to the digital world.  The government officially closed the TikTok shop on Wednesday, October 4, 2023 at 17.00 WIB which refers to the regulation of the Minister of Trade Number 31 of 2023. Banning TikTok shops will certainly make MSME players lose their wide market reach and have to start new strategies on other sales platforms. This article uses qualitative methods to analyze consumer behavior in exploring the impact of closure on the use of TikTok shop as a marketing tool for MSMEs in Indonesia.