Title:
The Use of Video Content on the Tiktok Platform as a Digital Promotion Medium to Increase Sales Volume for Msmes in Surabaya City

Authors:
Fedianty Augustinah, Andry Herawati, Sandra Oktavia, Liling Listyawati, Damajanti Sri Lestari, Indonesia

Abstract:

The study aims to describe and analyze the use of product video content on the TikTok platform as a digital promotional medium to increase sales volume for MSMEs in Surabaya. This research employs a mixed methods approach with a sequential exploratory design, which combines qualitative and quantitative methods in sequence. Emphasis is placed more on the qualitative method, which is then complemented by the quantitative method. The sample for this study consists of MSMEs that have used video content on the TikTok platform to market their products within the Surabaya area. The sampling technique used is simple random sampling. The results of the study indicate that MSMEs use video content on the TikTok platform for promotion, product branding, market expansion, and reaching more customers. MSMEs create engaging or trending video content, highlighting product uniqueness, challenges, sharing, tutorials, and product reviews, as well as videos on the production process. The content often includes humorous aspects of everyday life. Captions are designed to attract attention, with complete product narratives, price information, and a sense of curiosity. MSMEs actors take advantage of TikTok's features: TikTok Live, TikTok Shop, content creator features, location tagging, video editing features, TikTok Story, filters, and visual and sound effects. They also collaborate with influencers on TikTok to promote their products. The findings show that the use of video content on the TikTok platform as a digital promotional medium has a significant positive impact on MSME sales. This implies that the better the use of video content on TikTok for digital promotion, the higher the sales for MSMEs.

DOI: https://doi.org/10.51505/IJEBMR.2024.81117