<![CDATA[The COVID-19 pandemic has accelerated the digitalization process in the Micro, Small, and Medium Enterprises (MSMEs) sector, encouraging business actors to adopt digital platforms as the main means of marketing and sales. This study aims to analyze the business innovation strategies implemented by Action Figure Tokyo Vibes MSMEs in utilizing TikTok Shop as a digital marketing platform. Using a qualitative approach with a case study method, data was obtained through in-depth interviews, observation of live shopping activities, and documentation. The results of the study show that strategies such as daily live shopping, interactive content, product education, and the integration of direct purchase features on TikTok Shop are able to increase customer engagement and strengthen consumer loyalty. The research also recommends additional strategies such as gamification, collaboration with influencers, loyalty programs, and targeted advertising to expand market reach.]]>
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