Efektivitas Tren Influencer Dalam Strategi Pemasaran Digital Aplikasi TikTok Terhadap Penjualan UMKM Di Kabupaten Bungo

Abstrak

This study aims to analyze the effectiveness of inflluencer trends and digital markting strategies on TikTok for UMKM sales in Bungo Regency. Many UMKM actors in the region have not fully understood and utilized digitalization. The research method uses a mixed-methods approach (quantitative and qualitative), involving 16 UMKM respondents who are active on TikTok by filling out questionnaires and in-depth interviews with 6 UMKM actors and 4 local influencers. Quantitative data analysis was conducted using descriptive, correlation, and linear regression tests, while qualitative analysis used thematic analysis. The results of the study show that descriptively, respondents have a very positive perception of influencers as thes are considered effective in increasing consumer trust, expanding market reach, and directly impacting sales. However, statistical analysis shows that content strategy is the most influential and significant factor affecting UMKM sales. Although the overall regression test was not significant, which indicates the existence of other factors outside the variables studied, these findings clearly conclude that content strategy is a key element with great potential to increase sales.