The optimizing the use of Tiktok to increase sales of Medan Pancing Culinary MSMEs
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Mica Siar Meiriza(1)
Department of Management, Faculty of Economics, Medan State University
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Raja Satrio Pandiangan(2*)
Department of Management, Faculty of Economics, Medan State University
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Sastra Sefina Sitanggang(3)
Department of Management, Faculty of Economics, Medan State University
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Yohana Br Sinaga(4)
Department of Management, Faculty of Economics, Medan State University
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Grace Anna Maria Sitanggang(5)
Department of Management, Faculty of Economics, Medan State University
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Nazwa Arifa(6)
Department of Management, Faculty of Economics, Medan State University
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Sabrina Theresia Sukma(7)
Department of Management, Faculty of Economics, Medan State University
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Irvan Aldi Josua Marpaung(8)
Department of Management, Faculty of Economics, Medan State University
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Robin Cornelius Siahaan(9)
Department of Management, Faculty of Economics, Medan State University
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Robema Natalia Nainggolan(10)
Department of Management, Faculty of Economics, Medan State University
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Karisa Kusumadewi Saputri(11)
Department of Management, Faculty of Economics, Medan State University
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Marsha Astrid Exelsia Hutasoit(12)
Department of Management, Faculty of Economics, Medan State University
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Nabila Hidayanti(13)
Department of Management, Faculty of Economics, Medan State University
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Nielsen Samuel Panahatan Siagian(14)
Department of Management, Faculty of Economics, Medan State University
-
Al Ikhwan(15)
Department of Management, Faculty of Economics, Medan State University
-
Ramadhan Pulungan(16)
Department of Management, Faculty of Economics, Medan State University
(*) Corresponding Author
Keywords:
TikTok Marketing, Culinary MSMEs, Digital Promotion, Sales Growth
Abstract
This study examines the utilization of TikTok as a digital marketing platform to enhance sales performance and brand awareness among culinary Micro, Small, and Medium Enterprises (MSMEs) in the Medan Pancing area. Employing a descriptive qualitative approach, data were collected through semi-structured interviews with culinary MSME owners to explore both the opportunities and challenges associated with TikTok adoption. The findings indicate that TikTok provides an effective and low-cost marketing channel through its algorithm-driven content distribution, interactive features, and broad audience reach. MSMEs that consistently produced creative and authentic content reported improved brand visibility and increased sales performance. However, limited digital literacy, low confidence in content creation, inadequate understanding of platform analytics, and rapidly evolving content trends remain major barriers to effective utilization. The study further identifies digital skills training, collaboration with local content creators, and the adoption of user-friendly content production tools as practical strategies to accelerate digital transformation among MSMEs. These findings highlight TikTok's strategic role in strengthening customer engagement and business competitiveness while contributing to the growing literature on digital marketing and MSME development in emerging economies. Future research is encouraged to employ quantitative or mixed-method approaches to examine the long-term impact of social media marketing on MSME performance across different business sectors.
Keywords: TikTok Marketing; Culinary MSMEs; Digital Promotion; Sales Growth
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References
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Afrianti, U., Anshori, M.I. and Andriani, N. (2024) ‘Digitalisasi Marketing Melalui Instagram Dan Facebook Ads Dalam Meningkatkan Skala Usaha UMKM: Systematic Literature Review’. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(1).
Cohen, L. and O’Neill, M. (2013) ‘The Impact of Economic Conditions on Fast Food Consumption: A Study of KFC Consumers in Indonesia’. International Journal of Hospitality & Tourism Administration, 14(4), pp. 320–340. DOI: 10.1051/e3sconf/202021802005.
Das, S. (2021) Search Engine Optimization and Marketing: A Recipe for Success in Digital
Dawit, M. R. (2026). Exploring the impact of social media visibility on business growth among immigrant women entrepreneurs in Finland: A study on Instagram and TikTok.Marketing. Chapman and Hall/CRC.
Fatorachian, H., Arboleda, E., & Linh, T. T. (2025). Retracted Article: Digitalisation and customer engagement in fast-food SMEs: enhancing brand presence through social media. Cogent Business & Management, 12(1), 2508927.
Felix, A. and Rembulan, G.D. (2023) ‘Digital Transformation and the Customer Experience: Enhancing Engagement and Loyalty’. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(03), pp. 228–240. DOI: https://doi.org/10.31949/entrepreneur.v4i03.6195.
Fraccastoro, S., Gabrielsson, M. and Pullins, E.B. (2021) ‘The Integrated Use of Social Media, Digital, and Traditional Communication Tools in the B2B Sales Process of International SMEs’. International Business Review, 30(4), p. 101776.
Guerrero, K. J. (2023). An analysis of TikTok’s digital marketing capabilities and its effectiveness for brands and businesses across different industries.
Guillen Jr, N.B. (2023) ‘Coping with Disruption Using Social Media Marketing: A Full Throttle’. International Journal of Multidisciplinary: Applied Business and Education Research, 4(5), pp. 1432–1441.
Hariyono, R.D. and Ambarwati, M.D. (2025) ‘Pengaruh Employee Branding Perusahaan Terhadap Employer Branding’. Media Hukum Indonesia (MHI), 3(2).
Kustanti, R. (2022) ‘Pengembangan UMKM Berbasis Ekonomi Kreatif Di Kabupaten Jepara’. Jurnal Ekobistek, pp. 246–251.
DOI: https://doi.org/10.35134/ekobistek.v11i3.366.
Mauludin, M.S. (2022) ‘Analisis Perilaku Konsumen Dalam Transaksi Di E-Commerce’. Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), pp. 108–123.Alhojailan, M. I., & Ibrahim, M. (2012). Thematic analysis: A critical review of its process and evaluation. West East Journal of Social Sciences, 1(1), 39–47.
Mulyono, H., & Rolando, B. (2024). Savoring the success: Cultivating innovation and creativity for Indonesian culinary MSMEs growth. Economics and Business Journal (ECBIS), 2(4), 413–428.
Nathania, J. (2015) ‘Hubungan Antara Kualitas Produk Dan Kepuasan Konsumen Dengan Loyalitas Konsumen Online Shopping. Tesis. Surabaya: Universitas Surabaya.
Noti, F.B., Widodo, H.P. and Setiamandani, E.D. (2021) ‘Strategi Komunikasi Pemasaran Kae Thai Tea Dalam Meningkatkan Brand Awareness’. Jurnal Komunikasi Nusantara, 3(1), pp. 33–43. DOI: https://doi.org/10.33366/jkn.v3i1.76.
Novi, H., Ro’fah, S. and Irma, C. (2021) ‘Perwujudan Penyelesaian Penyelisihan Hubungan Industrial Sebagai Cerminan Asas Keseimbangan ’. Notarius, 14(1).
DOI: https://doi.org/10.14710/nts.v14i1.39103.
Nur, W. B. L. and Ina, R. (2022) ‘Perlindungan Konsumen Terhadap Transaksi Jual Beli Secara Online Atas Ketidaksesuaian Barang Yang Diterima’. Jurnal Judiciary, 11(2), pp. 76–90.
Palmatier, R., & Steinhoff, L. (2019). Relationship marketing in the digital age. Routledge.
Prameswari, A.D. (2023) ‘Analisis Kritis Celah Regulasi Investasi Bodong Sebagai Peningkatan Tata Kelola Bisnis Terkait Investasi’. Jurnal Administrasi Bisnis Terapan, 7(1), p. 5.
Queirós, A., Faria, D. and Almeida, F. (2017) ‘Strengths and Limitations of Qualitative and Quantitative Research Methods’. European Journal of Education Studies.
Rafsandjani, R.F. (2017) Pengantar Bisnis Bagi Pemula: Bisnis. Kautsar Abadi.
Rahayuningsih, T. and Budihard, A.M. (2025) ‘Strategi Co-Creation Dalam Meningkatkan Daya Saing UMKM: Perspektif Pelaku Usaha Dan Konsumen’. Arus Jurnal Sosial Dan Humaniora, 5(1), pp. 302–310.
Rahman, F.A. et al. (2022) ‘Sustainable Safety Management: A Safety Competencies Systematic Literature Review’. Sustainability, 14(11), p. 6885.
Redhana, I.W. (2024) Literasi Digital: Pedoman Menghadapi Society 5.0. Samudra Biru.
Riptiono, S. (2023) ‘Literasi Bisnis Digital Untuk Meningkatkan Kinerja Pemasaran UMKM’. Pengabdian Kepada Masyarakat Indonesia SEAN (ABDIMAS SEAN), 1(02), pp. 30–33.
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An Sangadji, E.M. and Sopiah, M.P. (2014) Perilaku Konsumen, Pendekatan Praktis Disertai: Himpunan Jurnal Penelitian. Penerbit Andi.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397–418.
Sjadja’ah, U. S., Sopiah, S., & Wardhana, E. T. D. R. W. (2024). Utilization Of Social Media And Online Marketplace For The Development Of Marketing Of Small And Medium Enterprises (Smes) In The Clothing Industry (A Study On Clothing Companies In Malang). Eduvest-Journal of Universal Studies, 4(7), 5961–5975.
Solomon, M.R. (2017) Consumer Behavior: Buying, Having, and Being. 12th Edition. Pearson Education.
Sulianta, F. (2024) Teknik Presentasi & Interpersonal Skills. Feri Sulianta.
Sunarso, B., & Mustafa, F. (2023). Analysing the role of visual content in increasing attraction and conversion in MSME digital marketing. Journal of Contemporary Administration and Management (ADMAN), 1(3), 193–200.
Sussanti., V. K. D. and Mulyadi, A. (2024) ‘Penerapan Pemasaran Digital Sebagai Media Promosi’. Manajemen Dan Ekonomi Bisnis. integrated approach to communication theory and research (pp. 432–448). Routledge.
Tabina, A. et al. (2024) ‘Peran Pelatihan Dan Pengembangan Dalam Meningkatan Kinerja Karyawan (Kajian Literature Review Manajemen Sumber Daya Manusia)’. Jurnal Ekonomi Dan Bisnis, 2(6), pp. 822–837.
Todaro, M.P.. and Smith, S.C.. (2020) Economic Development. Pearson.
Umoren, O., Didi, P. U., Balogun, O., Abass, O. S., & Akinrinoye, O. V. (2022). Strategic digital storytelling techniques for building authentic brand narratives and driving cross-generational consumer trust online. International Scientific Refereed Research Journal, 5(3), 238–261.
Utami, C.W. et al. (2025) Menggali Teori Manajemen Terupdate: Konsep Dan Aplikasi Dalam Dunia Bisnis Modern. Penerbit Universitas Ciputra.
Wati, F.F. et al. (2025) ‘Peningkatan Daya Saing Produk UMKM Sampurna Jaya Desa Sidapurna Melalui Pelatihan Branding Dan Packaging’. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 8(1), pp. 53–64. DOI: https://doi.org/10.31294/jabdimas.v8i1.7429.
Wilis, R.A., SE, M.M. and Aziz, A. (2022) ‘Kewirausahaan Dan Teknologi Di Era Generasi z’. Jurnal Ilmu Siber (JIS).
Published
2026-07-11
How to Cite
Meiriza, M., Pandiangan, R., Sitanggang, S., Sinaga, Y., Sitanggang, G., Arifa, N., Sukma, S., Marpaung, I., Siahaan, R., Nainggolan, R., Saputri, K., Hutasoit, M., Hidayanti, N., Siagian, N., Ikhwan, A., & Pulungan, R. (2026). The optimizing the use of Tiktok to increase sales of Medan Pancing Culinary MSMEs. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1321-1336. https://doi.org/10.35508/jom.v19i2.26110
Section
Articles
