Efektivitas Tren Influencer Dalam Strategi Pemasaran Digital Aplikasi TikTok Terhadap Penjualan UMKM Di Kabupaten Bungo
DOI:
https://doi.org/10.29408/jpek.v9i3.32329Keywords:
Influencer Marketing, Digital Marketing, TikTok, UMKMAbstract
This study aims to analyze the effectiveness of inflluencer trends and digital markting strategies on TikTok for UMKM sales in Bungo Regency. Many UMKM actors in the region have not fully understood and utilized digitalization. The research method uses a mixed-methods approach (quantitative and qualitative), involving 16 UMKM respondents who are active on TikTok by filling out questionnaires and in-depth interviews with 6 UMKM actors and 4 local influencers. Quantitative data analysis was conducted using descriptive, correlation, and linear regression tests, while qualitative analysis used thematic analysis. The results of the study show that descriptively, respondents have a very positive perception of influencers as thes are considered effective in increasing consumer trust, expanding market reach, and directly impacting sales. However, statistical analysis shows that content strategy is the most influential and significant factor affecting UMKM sales. Although the overall regression test was not significant, which indicates the existence of other factors outside the variables studied, these findings clearly conclude that content strategy is a key element with great potential to increase sales.
References
Abdulbaqi, S. S., Arikewuyo, A. O., & Omisore, O. T. (2021). Post It, Share It, Like It: Motivations Behind Wedding Posts On Social Media Among Nigerian Youth. Online Journal Of Communication And Media Technologies, 7(December 2017-Special Issue). Https://Doi.Org/10.30935/Ojcmt/2626
Aditya Andika, Jennifer, Jesslyn C. Huang, J. C. S. (2021). Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises. 18(3), 308–328.
Andriana, N. A., Cen Lu, & Kuswoyo, C. (2024). Efektivitas Pemasaran Media Sosial Tiktok Terhadap Peningkatan Volume Penjualan Di Perusahaan (Studi Kasus Pada Perusahaan X). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 11(1), 989–1002. https://doi.org/10.35794/jmbi.v11i1.55389
Balenggon, K., Zaharah, Z., Syarifuddin, U., & Wanti, S. (2025). The Role of Digital Marketing in Increasing MSME Sales Growth. Dinasti International Journal of Economics, Finance & Accounting, 6(3), 1754–1767. https://doi.org/10.38035/dijefa.v6i3.4479
Chaffey, D. and Ellis-Chadwick, F. (2019). Digital marketing 7th ed_ strategy, implementation and practice. In Digital marketing 7th ed_ strategy, implementation and practice.
Creswell, J. W., & Creswell, J. D. (2023). Research Design Qualitative, Quantitative, and Mixed Methods Approaches (Sixth Edit). SAGE Publications.
Donoriyanto, D. S., Indiyanto, R., Juliardi A. R., N. R., & Syamsiah, Y. A. (2023). Optimalisasi Penggunaan Media Sosial sebagai Sarana Promosi Online Store pada Pelaku UMKM di Kota X. Jurnal Abdimas Peradaban, 4(1), 42–50. https://doi.org/10.54783/ap.v4i1.22
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, 9(1), 64. https://doi.org/10.5539/ijef.v9n1p64
Hansen, S. (2020). Investigasi Teknik Wawancara dalam Penelitian Kualitatif Manajemen Konstruksi. Jurnal Teknik Sipil, 27(3). https://doi.org/10.5614/jts.2020.27.3.10
Herlina, V., Yacob, S., Johannes, J., & Octavia, A. (2022). Role of social media marketing in improving marketing performance for smes during the covid-19 pandemic: a literature review. Put It Right Journal, 1(1), 47–56. https://doi.org/10.22437/pirj.v1i1.17183
Jasmine, K. (2014). Dwi Fany Fransiska Dewi Butar-Butar. Strategi Pemasaran Digital Dalam Meningkatkan Usaha Kecil Dan Menengah, 6(2), 110–114. Https://Stieibmi.Ac.Id/Ojs/Ojsibmi/Index.Php/Jibmi/Article/View/223/186
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. In Electronic Commerce Research (Vol. 25, Issue 2). Springer US. https://doi.org/10.1007/s10660-023-09719-z
Kotler, P. (2017). Philip Kotler: some of my adventures in marketing. Journal of Historical Research in Marketing, 9(2). https://doi.org/10.1108/JHRM-11-2016-0027
Lamazi, L. (2020). Pengaruh UMKM terhadap Pertumbuhan Ekonomi di Sumatera Selatan. Juripol (Jurnal Institusi Politeknik Ganesha Medan), 3(1), 103–108. https://doi.org/10.33395/juripol.v3i1.10491
Li, Z. (2022). Strategies Behind Tik Tok’s Global Rise. Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022), 653(Ssha), 282–288. https://doi.org/10.2991/assehr.k.220401.057
Priyatno, D. (2023). Olah Data Sendiri Analisis Regresi Linier Dengan SPSS dan Analisis Regresi Data Panel Dengan Eviews. In Hukum Perumahan.
Safitri, N., & ... S. (2024). The Influence of Tiktok Content Marketing, Customer Experience, and Reviews on the Loyalty Intention toward Local Fashion Brands. International Journal of Multidisciplinary Research and Analysis, 07(11), 5633–5641. https://doi.org/10.47191/ijmra/v7-i12-35
Selatan, D., Utara, K. K., Gorontalo, K., & Laiya, N. P. (2025). Pemberdayaan UMKM Melalui Digital Marketing Dalam Meningkatkan Daya Saing di Era Industri 4 . 0 di Kelurahan. 1(April), 1–13.
Sutarto, S. N., & Hwihanus, H. (2025). Analisis Pengaruh Digital Marketing Terhadap Peningkatan Penjualan UMKM di Era Pasca Pandemi. Jurnal Manajemen Dan Ekonomi Kreatif, 3(3), 124–131.
Waruwu, M. (2024). Pendekatan Penelitian Kualitatif: Konsep, Prosedur, Kelebihan dan Peran di Bidang Pendidikan. Afeksi: Jurnal Penelitian Dan Evaluasi Pendidikan, 5(2), 198–211. https://doi.org/10.59698/afeksi.v5i2.236
Widiana, I. N. W., Syamsuri, Zayafika Mareta, A. K., Jefri Putri Nugraha, Ni Luh Gede Putu Purnawati, Prasetiyo, B., Verawaty, Yuliawati, E., Ekopriyono, A., Malau, N. A., & Syahrir, D. K. (2023). Bisnis dan Ekonomi Digital. In Cv. Media Sains Indonesia (Issue February).
Wuzira Azka Nadya, Tri Wera Agrita, Oktavian Dwi Prasetyo, Fauziah, M. (2023). Pengaruh Kreativitas Dan Penggunaan Media Sosial Terhadap Minat Berwirausaha Mahasiswa. 8(2), 400–409. Https://Www.Ejournal.Ummuba.Ac.Id/Index.Php/Mp/Article/View/2387
Zaelani, I. R. (2019). Peningkatan Daya Saing Umkm Indonesia. Jurnal Transborder, 3(1), 15–34. https://doi.org/10.23969/transborders.v3i1.1746
Zhang, H., & Lee, J. (2023). Exploring audience engagement in YouTube vlogs through consumer engagement theory: The case of U.K. beauty vlogger Zoe Sugg. First Monday, 28(4). https://doi.org/10.5210/fm.v28i4.11822
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Tri Wera Agrita, Vivi Yosefri Yanti, Wizeadly Mustin
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
semua jurnal ini menjadi tanggung jawab penuh penulis, JPEK memberikan akses terbuka kepada siapapun agar informasi dan temuan pada artikel bermanfaat bagi semua orang, JPEK dapat diakses dan diunduh oleh siapapun tanpa dipungut biaya sesuai dengan lisensi creative common yang digunakan.
