LEVERAGING TIKTOK FOR MARKETING COMMUNICATION: THE STRATEGY OF @SEGUD.OFFICIAL AMONG INDONESIAN MSMEs

Witri Cahyati; Widyapuri Prasastiningtyas; Yogas Citra Naufal; Muhammad Dadi Priadi; Dwi Kurniawan

doi:10.61397/tla.v4i1.641

Authors

Witri Cahyati Universitas Sangga Buana YPKP
Widyapuri Prasastiningtyas Universitas Sangga Buana YPKP
Yogas Citra Naufal Universitas Sangga Buana YPKP
Muhammad Dadi Priadi Universitas Sangga Buana YPKP
Dwi Kurniawan Universitas Sangga Buana YPKP

DOI:

https://doi.org/10.61397/tla.v4i1.641

Keywords:

TikTok marketing, marketing communication, social media marketing, MSMEs, consumer engagement, short-form video

Abstract

This study examines how a micro, small, and medium enterprise (MSME), @segud.official, uses TikTok as a marketing communication environment and how content creativity, audience interaction, and platform analytics are combined in everyday practice. The study adopts a qualitative case-study design with descriptive analysis of platform performance indicators, content observation, semi-structured interviews, and a small audience survey. The observation covered the @segud.official TikTok account from 1 to 28 May 2025. The reported account metrics show growth in followers from 2,120 to 3,540, average views per video from 1,850 to 3,210, engagement rate from 4.2% to 7.8%, TikTok-attributed product sales from 120 to 298 units, and a reported 28% reduction in customer acquisition cost. Content analysis indicates three recurring strategic mechanisms: short-form audiovisual content linked to trends, responsive two-way interaction, and iterative use of analytics to adjust content timing and themes. Local cultural storytelling also appears as a mechanism for making product narratives more distinctive and relatable. Rather than treating the observed changes as causal evidence, the study interprets them as descriptive patterns within a bounded single case. The study contributes a context-sensitive framework for MSME TikTok marketing in which creative content, relational interaction, and data-informed adaptation operate as mutually reinforcing practices. The findings extend social media marketing research by connecting platform-specific affordances with the resource constraints and adaptive capabilities of Indonesian MSMEs.

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