IMPLEMENTASI STRATEGI DIGITAL MARKETING UNTUK MENINGKATKAN PENJUALAN DAN FOLLOWERS PADA SOSIAL MEDIA TIKTOK NQ KOPI TIAM

Abstract

The growth of social media provides opportunities for culinary businesses to use digital marketing as a promotional and relationship-building channel. This study analyzes the implementation of digital marketing strategies through TikTok at NQ Kopi Tiam Lamongan using a mixed-methods approach. Qualitative data were obtained through interviews, observation, and documentation, while quantitative data were collected from TikTok Analytics and analyzed using views, followers, likes, comments, shares, saves, Engagement Rate by Views (ERV), and Engagement Rate by Followers (ERF). Four contents were implemented using visual storytelling, experience marketing, emotional content, and community branding. The first content obtained 5,317 views, while the other contents obtained 1,671–2,342 views. Followers increased from 22 to 31, resulting in a Follower Growth Rate of 40.90%. The detailed ERV calculation produced 5.27%, 2.45%, 4.31%, and 2.13% for contents 1–4, respectively. The findings indicate that content presenting customer experiences and human activities generated stronger reach and engagement than content focused only on place visuals. Sales records for 28–31 July 2026 show active transactions, but the available data do not establish a direct causal relationship between content publication and increased sales.