PEMASARAN MELALUI KONTEN DI TIKTOK UNTUK MENDUKUNG PERTUMBUHAN UMKM
Keywords:
Content Creator, Viral Marketing, Personal Branding, Social Media, Culinary MsmesAbstract
The digital era has brought significant changes to marketing strategies, particularly in the culinary sector. The use of social media has become a key factor in introducing products, building brand image, and increasing sales. This study aims to analyze the role of content creators in developing culinary businesses in Palembang through the implementation of viral marketing and personal branding strategies. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with business owners and content creators, observation of promotional activities on social media, and documentation of published content. The findings reveal that content creators play an important role in expanding market reach, increasing brand awareness, shaping positive perceptions, and fostering greater audience engagement. The applied viral marketing strategies successfully triggered interactions, built trust, and influenced consumers’ purchasing decisions. Furthermore, social media platforms such as TikTok, Instagram, and YouTube proved effective as promotional tools with wide reach and relatively low cost compared to conventional advertising. These findings indicate that the involvement of content creators can be a driving factor in enhancing the competitiveness of culinary MSMEs, especially for business owners with limited promotional resources. In conclusion, creative, well-planned, and consistent digital strategy management can have a significant positive impact on business growth
References
Alma, B. (2016). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Bestari. (2003). Strategi pemasaran. Jakarta: Penerbit ABC.
Drury, G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274–277. https://doi.org/10.1057/palgrave.dddmp.4350096
Fauzi, A. (2018). Pemasaran digital di era media sosial. Pustaka Media.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2018). Marketing management (15th global ed.). Pearson Education.
Novila, A. (2018). Strategi pemasaran berbasis media sosial. Jurnal Komunikasi Bisnis, 7(2), 112–123.
Oktariyanda, T., Arifin, Z., & Priyono, P. (2013). Metodologi penelitian kualitatif. Universitas Brawijaya Press.
Pham, T. H., & Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321–337. https://doi.org/10.1504/IJIMA.2015.072886
Rangkuti, F. (2002). Riset pemasaran. Gramedia Pustaka Utama.
Riyanto, B. (2001). Dasar-dasar pembelanjaan perusahaan. BPFE Yogyakarta.
Statista. (2021). Number of Instagram users in Indonesia as of July 2021. https://www.statista.com
Sugiyono. (2009). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2013). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2015). Metode penelitian kombinasi (mixed methods). Alfabeta.
Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan kombinasi (mixed methods). Alfabeta.
Taan, Y. (2010). Pemasaran strategis. Jakarta: Penerbit Media.
Taan, Y. (2016). Strategi pemasaran dalam meningkatkan konsumen. Jurnal Ilmu Ekonomi, 5(1), 45–53.
Tambunan, T. (2002). Usaha kecil dan menengah di Indonesia: Beberapa isu penting. Salemba Empat.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage Publications.
