EFEK MEDIA SOSIAL TIKTOK DAN INSTAGRAM TERHADAP PENINGKATAN BISNIS ONLINE SHOP DI SHOPEE

Abstract

This study aims to analyze the influence of TikTok and Instagram social media on increasing online shop businesses on the Shopee platform. The method used is qualitative research with in-depth interviews with online business actors, observation of social media content, and documentation studies of marketing strategies implemented. The results of the study show that TikTok and Instagram play a significant role in increasing visibility and have an effect on online shop sales specifically on Shopee. Creative and interactive content on TikTok is able to attract the attention of consumers, especially the younger generation, while the features on Instagram facilitate the transaction process and increase customer trust. Although there are challenges in producing consistent content and facing fierce competition, effective social media management has proven to be effective by being the key to success. This study concludes that optimal use of social media can increase turnover, expand market reach, and build customer loyalty in today's increasingly competitive digital era. These findings provide valuable insights for business actors in formulating more effective marketing strategies.