Impact Analysis Of Tiktok-Based Digital Content Creation As A Promotional Tool For Msmes In Kampung Pesona Madiun Lor
Keywords:
Tiktok, Digital Content, promotion, MSMEs, social media
Abstract
Lapak Pesona is a key driver of the local economy in Madiun Lor, consisting of a group of vendors within the Kampung Pesona tourism area. This study aims to analyze the impact of creating TikTok-based digital content as a promotional tool for MSMEs in Kampung Pesona, Madiun Lor Urban Village, Madiun City. The research employs a qualitative method with a case study approach. The informants consist of five MSME operators at Lapak Pesona who utilize TikTok for promotion. Data were collected through observation, in-depth interviews, and documentation, then analyzed using the Miles and Huberman interactive model, which encompasses data reduction, data display, and conclusion drawing and verification. The results indicate that the use of TikTok has transformed MSME promotional practices—shifting from reliance on banners, direct communication, and word-of-mouth to short-form video content with a wider reach. MSME operators have also begun to consider metrics such as view counts, engagement, and upload times when evaluating their promotional efforts. Leveraging TikTok has resulted in increased product visibility, the acquisition of new customers, and higher sales figures. However, challenges remain regarding limitations in content creation skills, keeping up with trends, time constraints, and the effective use of TikTok features.
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Auliandri, T. A., Setyawan, A., Djayapranata, G. F., Lestari, Y. D., Kartika, N., Barinta, D. D., Khaira, N., & Musthofa, Z. (2025). What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets. International Journal of Entrepreneurship, Business and Creative Economy, 5(1), 108–124. https://doi.org/10.31098/ijebce.v5i1.2868
Bandawaty, E., Kartikaningsih, D., Ramdani Rakasiwi, G., & Mujiani, S. (2024). Strategi Pemasaran Digital Branding untuk UMKM Berbasis TikTok. https://journal.piksi.ac.id/index.php/Padma
Chusnaini, A., & Rasyid, R. A. (2023). Pemanfaatan Instagram sebagai Digital Marketing UMKM Guna Membantu Peningkatan Penjualan UMKM.
Harini, C., Wulan, H. S., & Agustina, F. (2023). Upaya Meningkatkan Volume Penjualan Menggunakan Digital marketing pada UMKM Kota Semarang.
Hidayat, R. (2025). Implementasi Digital Marketing dan Dampaknya terhadap Biaya Operasional dan Laba: Studi Kasus BND Donat. JNM: JurnalNusantara Madani, 4(1), 2025. http://nusantaramadanijurnal.org
Hutasoit, H. E. L., & Hidayat, A. (2025). Pembuatan Konten Tiktok terhadap Brand Awareness Voir Studio Dengan Menggunakan Tiktok Analytics. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 6644–6654. https://doi.org/10.31004/riggs.v4i2.1691
Kriseka Putri, M., & Zanetti, R. (2024). The Effects of Entrepreneurial Orientation, Social Media, and Managerial Ties on Msme Performance in Surabaya City. In Journal of Management, Economics and Finance (Vol. 2, Number 5).
Laraskana, T. N., & Sakir, I. M. (2025). Peran Tiktok sebagai Media Digital Marketing dalam Meningkatkan Brand Awarkness UMKM. https://rri.co.id/index.php/hiburan/1757559/indonesia-puncaki-
Nia Levi Yani, D., & Hudha Purnomo, N. (2021). Pemanfaatan Media Sosial sebagai Sarana Digital Marketing pada UMKM di Kelurahan Banjamlati (Vol. 1).
Novitasari, W., Arfyanti, I., & History, A. (2026). Jurnal Teknologi dan Manajemen Informatika Analysis of the Relationship Between TikTok Engagement and SME Brand Awareness Using Pearson Correlation and Linear Regression (Case Study: Fanny’s Lapis Labu Samarinda) Article Info ABSTRACT. 12, 57–67. http://http://jurnal.unmer.ac.id/index.php/jtmi
Novyanti, R., Shintia, N., Maharani, S. H., Effendi, T., Banjarmasin, P. N., & Com, O. (2021). Pelatihan Digital Marketing melalu Media Sosial pada UMKM kelompok Binaan Kuliner Dinas Koperasi, UMKM, Tenaga Kerja Kota Banjarbaru.
Purwaningwulan, M. M., Wulandari, T. A., & Anggaswari, N. A. (2024). The Adaptation of Marketing Communication Strategies of MSMEs in Indonesia. Mediator: Jurnal Komunikasi, 17(2), 317–329. https://doi.org/10.29313/mediator.v17i2.3733
Putu, N., Pradnyani, N., Giani Purnamasari, P., Pantiarti, R. E., Azkiya, R., Yusuf, R., Sianturi, P., & Rohendi, A. (2026). Transformasi Ekosistem Digital UMKM Menuju Era Society 5.0: Strategi Pemberdayaan Berbasis Artificial Intelligence dan Omnichannel Marketing di Tahun 2025. In Jurnal Eko-Bisma | (Vol. 5, Number 1).
Qudus, N., Nirwana1, S., & Biduri, S. (2021). Implementasi Digital Marketing Pada UMKM era Revolusi Industri 4.0 (Study pada UMKM di Kabupaten Sidoarjo). BALANCE: Economic, Business, Management, and Accounting Journal, XVII(1).
Rahayu, S., & Al Muhairah, N. (2021). Pemanfaatan Digital Marketing bagi Pelaku Usaha Mikro Kecil dan Menengah pada Masa Pandemi Covid 19. 5(5). https://doi.org/10.31764/jmm.v5i5.5384
Rozaq, M., Rah, |, & Nugrahani, U. (2023). Jurnal Komunikasi Nusantara Penggunaan Platform Video Pendek Sebagai Strategi Komunikasi Pemasaran Digital untuk UMKM. 5(1), 21–30. https://doi.org/10.33366/jkn.v%vi%i.271
Rustamana, A., Adillah, M., Kiyan Maharani, N., Fayyedh, F. A., Keguruan, F., Pendidikan, I., Sultan, U., & Tirtayasa, A. (2024). Qualitative Research Methods. Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO), 2(6), 919–930. https://doi.org/10.55927/marcopolo.v2i6.9907
Sembiring, A. M., & Mesran. (2026). Analisis Konten Tiktok Terhadap Peningkatan Penjualan UMKM Sate Alhamdulillah. JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, Dan Akuntansi, 4(1), 191–203. https://doi.org/10.62421/jibema.v4i1.330
Timothy, B. T. Y., & Dermawan, R. (2024). Penggunaan Banner untuk Peningkatan Kesadaran Merek pada UMKMBakoel Jue Medokan Ayu Kota Surabaya.
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106–123. https://doi.org/10.1177/1069031X221129554
Zahra, A., Kusuma, A., Wibowo, S., Mustikasari, A., & Id, A. (2026). Analisis Nano Influencer dan Short Video Tiktok untuk Meningkatkan Brand Awareness Usaha Mikro Kecil di Jawa Barat. JIMT, 7(5). https://doi.org/10.38035/jimt.v7i5
Published
2026-09-12
How to Cite
Intan Puspitasari, Basuki Rahmat, Nuryadi, N., Ardhika Fadhilah Yogastoro, & Andi Febrianto. (2026). Impact Analysis Of Tiktok-Based Digital Content Creation As A Promotional Tool For Msmes In Kampung Pesona Madiun Lor. International Journal of Economics, Business and Innovation Research, 5(05), 3948-3960. https://doi.org/10.63922/ijebir.v5i05.6493
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