ANALISIS MEDIA SOSIAL TIKTOK TERHADAP UMKM (ANGKRINGAN GEROBAK BAKSO DI TUNGGULWULUNG)

This study aims to analyze the role of the TikTok social media platform in
marketing strategies for UMKM, specifically focusing on the Angkringan Gerobak
Bakso Tunggulwulung in Malang. The study uses SWOT analysis to evaluate
strengths, weaknesses, opportunities, and threats faced by UMKM in leveraging
TikTok. Strengths such as TikTok’s large audience and opportunities for
collaboration with content creators and influencers are key advantages for
expanding market reach. However, challenges like high competition, content
production costs, and the need for consistent posting are significant barriers. The
findings show that, with the right strategy—such as consistently creating
engaging and relevant content—UMKM can optimize TikTok to enhance visibility
and sales. The study also recommends taking advantage of trending content to
stay relevant and competitive in the evolving digital marketplace.