Analisis Pemanfaatan Aplikasi TikTok Sebagai Strategi Dalam Mempromosikan Produk Untuk Meningkatkan Kesuksesan Pelaku UMKM

Abstract

Online Social Networkshas serve as a crucial tool for Micro, Small, and Medium Enterprises (MSMEs) in comprehending and satisfying consumer demands Nevertheless, TikTok digital platform users occasionally encounter problematic in obtaining this social media. Monitoring have been conducted in situations where there are remaining challenges such as the absence of digital proficiency, in furthermore, there is also disproportionate digital infrastructure, including what still prevails in rural areas.This research approachuses a qualitative type of study, with a descriptive method with three primary techniques in data gathering: observation, partially structured interviews, and private documents utilizing personal records and journals. The objective of this research is to describe the analysis of the use of the TikTok application as a method in product promotion to enhance the achievement of MSME actors. The proposed recommendations comprise the use of TikTok algorithms and features, icluding live shopping, educational content, comments, keyword tags, aesthetic effects, audio elements, For Your Page (FYP), shopping basket icon, facilitated discounts by relevant descriptions to their use, the conclusion is that the research presented can broaden the readers' understanding regarding the effective utilization of TikTok.