STRATEGI PENGELOLAAN MEDIA SOSIAL TIKTOK DALAM PENINGKATAN PENJUALAN DI DIAN ILMU STATIONARY

This study aims to analyze the social media management strategy on TikTok in increasing sales at CV. Dian Ilmu Stationery, a stationery store based in Malang City. Using a descriptive qualitative approach, data were collected through observation, in-depth interviews with three key informants, and documentation of published TikTok content. The study found that TikTok content management strategies consist of three main stages: pre-production, production, and post-production. These stages include trend research, creative content planning and creation, as well as performance evaluation based on audience engagement. The SWOT analysis revealed that Dian Ilmu’s main strengths lie in content creativity and audience understanding, while the challenges include limited resources and changes in TikTok’s algorithm. This study suggests that the company should continue to innovate its content and strengthen collaborations with influencers to increase reach and marketing effectiveness. In conclusion, well-structured and trend-responsive TikTok management contributes significantly to both sales growth and brand image enhancement.