<![CDATA[This study aims to analyze the implementation of TikTok usage and consumer trust toward increasing sales at Toko Mega Collection. This research employed a descriptive qualitative approach with data Collection techniques through interviews, observations, documentation, and literature study. The informants consisted of the store owner and seven consumers selected using purposive sampling techniques. Data analysis was carried out through data reduction, data presentation, and conclusion drawing, assisted by NVivo 12 software to facilitate qualitative data management and interpretation. The results showed that TikTok has been utilized as a digital promotional medium; however, its implementation is still not optimal due to inconsistent video posting, limited use of hashtags, and less varied content. The indicator of attractive and trend-following content became the most dominant aspect with a percentage of 58.75%. In the consumer trust variable, the integrity indicator became the most dominant factor with a percentage of 55.00%, indicating that honesty and the suitability of product information play an important role in building consumer trust. Meanwhile, in the sales improvement variable, the sales volume indicator became the most dominant aspect with a percentage of approximately 60%. The findings indicate that TikTok usage plays a role in increasing consumer awareness and interest, while consumer trust becomes the main factor encouraging purchasing decisions and sales improvement at Toko Mega Collection.]]>
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