Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island

Poppy Wulandari; Mawaddah; Ade Rasinta Herli Kristiani Purba

doi:10.55942/pssj.v5i6.383

Authors

Poppy Wulandari Politeknik Negeri Medan https://orcid.org/0009-0009-8415-9804
Mawaddah Politeknik Negeri Medan https://orcid.org/0009-0005-7668-831X
Ade Rasinta Herli Kristiani Purba Politeknik Negeri Medan https://orcid.org/0009-0001-0202-9662

DOI:

https://doi.org/10.55942/pssj.v5i6.383

Keywords:

Entrepreneurs, Digital marketing, Shopping Medium, Business Sustainability

Abstract

This research investigates the potential of TikTok as a digital marketing platform for fostering entrepreneurship on Sumatra Island, Indonesia. The study addresses the gap in the current literature regarding the suboptimal use of digital marketing tools in the region, particularly TikTok, which remains under-utilized despite its potential to enhance entrepreneurial growth. Using a qualitative research approach, data was collected through in-depth interviews with six informants, three TikTok sellers and three affiliates from Aceh, North Sumatra, and West Sumatra. Findings indicate that TikTok serves as an effective and cost-efficient platform for entrepreneurs, offering a dual function as both an entertainment and shopping medium. However, the study reveals challenges, such as limited digital financial literacy and an underdeveloped application of marketing strategies on the island. The research contributes to understanding the dynamics of digital marketing adoption in Sumatra, highlighting the necessity of enhancing digital financial literacy and maximizing the use of the platform, for example, TikTok to boost entrepreneurial independence. The implications of this study suggest the importance of integrating digital tools in regional economic policies to foster inclusive growth. The study also acknowledges limitations such as the small sample size and the focused geographical scope which recommend future research with broader, more diverse samples and a mixed-methods approach to explore long-term business sustainability and the comparative effectiveness of various digital platforms.

Author Biographies

Poppy Wulandari, Politeknik Negeri Medan

Poppy Wulandari was born in Bintang Meriah, August 14, 1996, she is a lecturer at the State Polytechnic of Medan and an online tutor at the Universitas Terbuka. Poppy is an alumna of Economic Education-State University of Medan in 2017 and Master of Business Administration in International Business-National Dong Hwa University Taiwan in 2020.

Mawaddah, Politeknik Negeri Medan

Mawaddah was born in Banda Aceh on April 25, 1992, completed her bachelor’s degree in communication science at the Faculty of Social and Political Sciences, Syiah Kuala University in 2014 and continued her master's studies in journalism at Selcuk University, in Konya City, Turkey in 2015. Upon returning to her homeland in 2019, the author began her career as an expert in Public Relations at the Banda Aceh City Government and has now switched professions to become a permanent lecturer at the State Polytechnic of Medan.

Ade Rasinta Herli Kristiani Purba, Politeknik Negeri Medan

Ade Rasinta Herli Kristiani Purba. Born in Medan on September 16, 1995. Completed Elementary Education (SD) at SD St. Ignatius Medan. Continued Secondary Education (SMP) at SMP Budi Murni 2 Medan and High School at SMA Negeri 2 Medan. The first child of two siblings who took a Bachelor of Accounting Education at HKBP Nommensen University Medan in 2013 and then a master’s at National Pingtung University, Taiwan in 2017 with a background in business administration education. The author is a teaching staff at the State Polytechnic of Medan.

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