Analysis of Social Media Innovation Tiktok as a Promotional Media in Creating Competitiveness (Competitive Adventage) in the Sustainability of UMKM BerkahFD Gorden Kediri

Abstract

Research aim :This study aims to analyze the innovation of using TikTok

social media as a promotional media in creating competitiveness and

business sustainability at UMKM BerkahFD Gorden Kediri.

Design/Method/Approach :The study used a qualitative method with indepth interviews with MSME owners and consumers, supported by

thematic analysis based on the 4P's of Innovation (Product, Process,

Position, Paradigm) as follows: Research Preparation Determine the

research objectives and formulate research questions. Participant

Selection Determine the selection criteria and recruit relevant MSME

owners and consumers. Data Collection Conduct in-depth interviews with

participants to collect information related to innovation in the aspects of

Product, Process, Position, and Paradigm. Thematic Analysis Identify

themes that emerge from interview data, group information based on the

4P's of Innovation. Reporting Results Compile a research report that

includes methodology, findings, and conclusions.

Research Findings :The results show that TikTok contributes significantly

to increasing product visibility and business competitiveness through

creative, interactive content and relevant digital trends. TikTok-based

strategies allow for cost-efficient promotion while reaching a wider

audience.

Theoretical contribution/Originality :This study enriches the literature on

the implementation of 4P's of Innovation in digital marketing, especially

through TikTok social media for MSMEs in Indonesia.

Practitionel/Policy implications:These findings provide practical guidance

for MSMEs in utilizing TikTok to improve business sustainability, while

also providing recommendations for policy makers to support MSME

digital transformation.

Research limitations:This research is limited to one MSME in Kediri, so

the results may not fully represent other MSMEs with different contexts.

Keywords :MSME, TikTok, digital marketing, innovation, competitiveness,

promotion.