Strategi Digital Marketing TikTok dalam Meningkatkan Daya Saing UMKM Cimol Bojot AA
DOI:
https://doi.org/10.61722/jaem.v3i3.12182Keywords:
digital marketing, TikTok, MSMEs, competitiveness, Cimol Bojot AA.Abstract
Abstract. The development of digital technology has transformed marketing strategies for micro, small, and medium enterprises (MSMEs), including local culinary businesses. This study aims to analyze the digital marketing strategy implemented through TikTok to improve the competitiveness of Cimol Bojot AA as a culinary MSME. This research employs a qualitative approach with a descriptive method. Data were obtained through observations of digital marketing activities, TikTok channels, marketplace platforms, and publicly available information related to the marketing strategies of Cimol Bojot AA. The analysis focused on content strategies, digital promotion, consumer engagement, testimonials, User Generated Content, and the integration of TikTok with digital transaction channels. The results show that TikTok is utilized to increase brand awareness through product content, flavor variant promotion, outlet information, public figure exposure, and affiliate marketing. These strategies are strengthened through consumer interaction, marketplace ratings, testimonials, and content created by external parties. The use of TikTok contributes to expanding market reach, increasing brand recognition, building consumer trust, and supporting the purchasing process. Consistent digital marketing strategies are important in strengthening the competitiveness of Cimol Bojot AA amid increasingly competitive culinary business competition.
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