Penerapan Aplikasi TikTok Dalam Mendorong Kinerja UMKM di Kota Purwokerto

Authors

  • Isnaeni Nur Faeda Accounting Department, Wijaya Kusuma University of Purwokerto
  • Tunggul Priyatama Accounting Department, Wijaya Kusuma University of Purwokerto
  • Krishnoe Sukma Danuta Accounting Department, Wijaya Kusuma University of Purwokerto
  • Sully Kemala Octisari Accounting Department, Wijaya Kusuma University of Purwokerto
  • Sodik Dwi Purnomo Accounting Department, Wijaya Kusuma University of Purwokerto

Keywords:

TikTok, Live Streaming, Peningkatan Pendapatan UMKM.

Abstract

In 2022, as many as 13 percent of the total MSMEs (64.2 million) there are MSMEs that have low knowledge about technology and do not have high competitiveness. This study aims to determine the benefits of transforming Micro, Small and Medium Enterprises (MSMEs) in the digital era through live streaming on the TikTok Application. This research is qualitative research with descriptive analysis method. The sample in this study was 20 MSME actors in the city of Purwokerto. The results of this study show that MSME players in the city of Purwokerto who implement live streaming and who have not implemented the business strategy are comparable, namely by 50 percent. MSME players who implement live streaming business strategies show an increase in income. MSME players are faced with several obstacles, including obstacles that have not reached the minimum limit of TikTok followers, HR constraints, namely MSME players are not yet confident to speak in front of the camera, and MSME players are not ready for business competition on TikTok, this raises fears of not selling the products sold. The implication of this study is that MSME actors must train good communication skills and have communication media that support live streaming business strategies.

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Published

2023-04-15

Issue

Vol. 2 (2023): Prosiding Seminar Nasional LPPM UMMAT

Section

Articles

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