<![CDATA[TikTok offers substantial opportunities for small enterprises to expand their markets, yet evidence explaining how its marketing mechanisms jointly drive business growth remains limited, particularly in Bali. This study examined the effects of influencer collaboration, viral marketing, and brand image on small business growth, both directly and indirectly through owner-perceived customer satisfaction. A quantitative, cross-sectional survey was conducted among 246 owners of small businesses in Bali selected through purposive sampling. Data were collected using a structured questionnaire with 23 items measured on a five-point Likert scale and analyzed using partial least squares structural equation modeling in SmartPLS 4. The results showed that brand image (β = 0.282, t = 6.478), influencer collaboration (β = 0.347, t = 6.945), and viral marketing (β = 0.340, t = 8.209) positively affected owner-perceived customer satisfaction. Brand image (β = 0.276, t = 5.543), influencer collaboration (β = 0.313, t = 6.209), and viral marketing (β = 0.272, t = 6.276) also positively affected small business growth. Owner-perceived customer satisfaction promoted business growth (β = 0.367, t = 3.545) and significantly mediated the effects of brand image (β = 0.103, t = 2.915), influencer collaboration (β = 0.128, t = 2.816), and viral marketing (β = 0.125, t = 3.296) on business growth. The model explained 32.6% of the variance in customer satisfaction and 28.9% of the variance in business growth. Theoretically, the study integrates source credibility, social influence, brand equity, and stimulus–organism–response perspectives to explain TikTok-enabled SME growth. Practically, the findings encourage small enterprises to align credible influencers, shareable content, consistent branding, and customer experience management. Overall, integrated TikTok marketing strengthens sustainable small business growth by creating customer satisfaction.]]>
Copyrights © 2026
