Pengaruh Sound Effect dalam Konten Tiktok Marketing dan Audio Branding Terhadap Peningkatan Traffic Website Bisnis Umkm

Asmal Fajri (Universitas Pamulang)
Mochamad Kiki Apriliandi (Universitas Pamulang)
Novia Roman Danisyah (Universitas Pamulang)
Aska Dwi Rahmadhayanti (Universitas Pamulang)
Silvi Herliyani (Universitas Pamulang)
Ria Aulia (Universitas Pamulang)

JEBD
Vol. 4 No. 1 (2026): Juli - September

This study aims to analyze the influence of sound effects in TikTok marketing content and audio branding on increasing website traffic among SMEs. A quantitative approach was employed through a survey method by distributing questionnaires to 90 SME owners in West Java who actively use TikTok as a marketing platform and operate business websites. Data were analyzed using multiple linear regression. The results indicate that sound effects in TikTok marketing content have a positive and significant effect on website traffic (β = 0.299; p = 0.002). Furthermore, audio branding has a positive and significant effect on website traffic (β = 0.340; p < 0.001) and represents the strongest determinant of website traffic. Simultaneously, both variables explain 29.3% of the variance in website traffic (F = 18.049; p < 0.001). These findings suggest that optimizing audio elements in digital marketing strategies, through engaging sound effects and strong audio branding, can effectively increase website visits and support SME business growth.