Model Pemanfaatan TikTok Untuk Pengembangan Bisnis Digital Wirausahawan Muda DI Kota Surakarta

Rochmawati, Santi and , Suranto, S.Pd., M.Pd. (2026) Model Pemanfaatan TikTok Untuk Pengembangan Bisnis Digital Wirausahawan Muda DI Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The use of the TikTok application in digital business development is increasingly important along with changes in consumer behavior and the development of digital marketing. This study aims to analyze the use of the TikTok Application as a medium for digital business development by young entrepreneurs in the city of Surakarta. The research uses a qualitative approach with a case study design, with data collection techniques through in-depth interviews, observations, and documentation. Data analysis is carried out using an interactive analysis model which includes data reduction, data presentation, and conclusion drawn. The results of the study show that TikTok is not only perceived as an entertainment platform, but has been utilized as a strategic digital promotional medium to expand market reach, build brand awareness, and improve interaction with consumers. TikTok's utilization strategy is adaptive and adjusted to the characteristics of the product, target market, and marketing strategies applied. Interaction through comments, DMs, and features live streaming plays an important role in building two-way communication and consumer trust. However, the effectiveness of TikTok utilization is influenced by differences in product characteristics, content strategies, and the ability of business actors to adapt to changes in the platform's algorithm.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	TikTok, Digital Marketing, Digital Business, Young Entrepreneurs
Subjects:	H Social Sciences > HD Management, Business and Labor > Enterpreneurship H Social Sciences > HD Management, Business and Labor > Market Place/Business Online H Social Sciences > HE Communications > Social Media > Tik Tok E Education > Special aspects of education > Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > S1 Pendidikan Akuntansi
Depositing User:	SANTI ROCHMAWATI
Date Deposited:	23 Feb 2026 06:13
Last Modified:	23 Feb 2026 06:13
URI:	http://eprints.ums.ac.id/id/eprint/142995

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