Strategi Digital Marketing Melalui TikTok dalam Perspektif Etika Bisnis Syariah: Studi Kasus Minat Beli Konsumen pada UMKM Ana Dimsum di Desa Ciderum, Bogor
Main Article Content
Azizah Mursyidah
Abrori
Bayu Purnama Putra
Hana Tri Supono
Nurfitri Candra Kirana
This study examines the influence of TikTok marketing content on consumer purchase intention for Ana Dimsum products in Ciderum Village, Bogor, amid the rapid growth of digital marketing trends. The research utilizes a quantitative cross-sectional method with a population of 50 respondents and a sample of 45 individuals. The research instrument consists of checklists measuring TikTok content variables and purchase intention. Descriptive analysis results show that 48,9% of respondents are TikTok users, and 44,4% express interest in Ana Dimsum products. Chi-square statistical testing yielded a p-value of 8,41 (\alpha > 0,05), indicating a significant influence between TikTok content and purchase intention. The Odds Ratio (OR) of 724 demonstrates that TikTok users have a 724 times higher likelihood of purchasing "contemporary" dimsum compared to non-users. In conclusion, TikTok marketing effectively and significantly drives consumer purchase intention within the local community.
Keywords: TikTok Marketing, Purchase Intention, MSMEs, Ana Dimsum.
DAFTAR PUSTAKA
Arikunto, S. (2021). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Carey, S., Evans, R., Honda, M., Jay, E., & Unger, C. (1989). An experiment is when you try it and see if it works: A study of grade 7 students understanding of the construction of scientific knowledge. International Journal of Science Education, 11(5), 514–529.
DataReportal. (2024). Digital 2024: Indonesia Report. Global Digital Insights.
Dinas Koperasi dan Usaha Kecil Menengah Provinsi Jawa Barat. (2023). Laporan Tahunan Persebaran UMKM Sektor Kuliner di Jawa Barat. Bandung: Diskop UKM Jabar.
Djulia, E. (2005). Peran Budaya Lokal dalam Pembentukan Sains [Disertasi Doktor tidak diterbitkan]. Universitas Pendidikan Indonesia.
Handayani, S., & Saputro, A. (2024). Pemanfaatan TikTok sebagai Media Pemasaran Digital bagi UMKM Kreatif. Jurnal Manajemen Pemasaran Digital, 5(1), 12–25.
Kementerian Koperasi dan Usaha Kecil dan Menengah (Kemenkop UKM). (2023). Transformasi Digital UMKM Indonesia: Laporan Kinerja Akhir Tahun. Jakarta: Kemenkop UKM RI.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.
Kozma, R. B., & Russell, J. (2007). Students Becoming Chemists: Developing Representational Competence. Dalam J. Gilbert (Ed.), Visualization in Science Education. Netherlands: Springer.
Pradana, M. (2023). Strategi Content Marketing dalam Meningkatkan Minat Beli Konsumen Milenial. Jakarta: Pustaka Bisnis.
Rustaman, N. Y., Widodo, A., & Riandi. (2017, July 5–6). The implementation online tutorials and the level of reflective thinking of students of biology education study program on the open distance education [Presentasi Makalah]. International Conference on Mathematics and Science Education (ICMScE), Universitas Pendidikan Indonesia, Bandung.
Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill Building Approach. United Kingdom: John Wiley & Sons.
Sudjana. (2019). Metoda Statistika. Bandung: Tarsito.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Supriadi, D. (1999). Restructuring the Schoolbook System in Indonesia: Some Recent Initiatives. Educational Policy Analysis Archives, 7(7). http://epaa.asu.edu/epaa/v7n7.html
Undang-Undang Republik Indonesia Nomor 2 Tahun 1989 tentang Sistem Pendidikan Nasional. (1990). Jakarta: PT Armas Duta Jaya.
