Huda, Anam Miftakhul and , Prof. Dr. Ir. Suranto, S.T., M.M., M.Si. (2026) Analisis Faktor-Faktor Yang Mempengaruhi Peningkatan Penjualan Produk Kacang Mete Melalui Marketplace TikTok Shop. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
MbakSa Mete is a cashew-processing MSME in Jatisrono District, Wonogiri Regency, that markets its products through the TikTok Shop marketplace. In January 2026, the store attracted 13,900 product visitors but generated only 165 buyers with a GMV of IDR 20.7 million, resulting in a visitor-to-buyer conversion rate of only about 1.2%. This study aims to identify the factors influencing cashew product sales improvement on TikTok Shop, determine the most dominant factor, and formulate, implement, and evaluate the impact of sales improvement strategies based on these findings. This applied quantitative research collected data from 100 respondents through purposive sampling using a 108-item questionnaire, analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 through measurement model evaluation, structural model evaluation, and bootstrapping with 5,000 subsamples. The results show that six of the eight factors have a positive and significant effect on sales improvement, namely service and delivery (β = 0.358) as the most dominant factor, followed by product visibility (β = 0.307), product branding (β = 0.240), content quality (β = 0.238), product quality (β = 0.196), and consumer trust (β = 0.159), with an R² of 0.780 (strong category); meanwhile, live streaming and price-promotion have no significant effect. The implementation of strategies prioritizing the dominant factors increased GMV from IDR 20.7 million to IDR 93.1 million and the conversion rate from 1.2% to 5.1% within four months, confirming post-click service reliability as the main driver of MSME sales in social commerce.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | peningkatan penjualan, PLS-SEM, social commerce, TikTok Shop, UMKM kacang mete |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HE Communications > Social Media > TikTok T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > S1 Teknik Industri |
| Depositing User: | ANAM MIFTAKHUL HUDA |
| Date Deposited: | 18 Aug 2026 04:23 |
| Last Modified: | 18 Aug 2026 04:23 |
| URI: | http://eprints.ums.ac.id/id/eprint/147876 |
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