Komunikasi Digital TikTok dalam Meningkatkan Engagement UMKM Berbasis COBIT 2019 dan ITIL v3

Agdes Sistine Simbolon, Muhammad Adie Syaputra

Abstract


This study aims to analyze the effectiveness of digital communication through TikTok in fostering customer engagement and customer loyalty within Micro, Small, and Medium Enterprises (MSMEs). This study employed a mixed-methods approach by combining qualitative analysis of customer interactions and quantitative measurement of engagement perceptions. Data were collected through observation, semi-structured interviews, comment analysis, and questionnaires at Mie Ayam Bakso Kia Metro. The findings show that TikTok improves customer engagement through interactive and participatory communication, reflected in increased customer interaction, emotional closeness, and purchasing decisions. The study also found that high engagement does not necessarily indicate well-structured digital communication management. Based on COBIT 2019 and ITIL v3 analysis, MSMEs still require more systematic digital service management to maintain communication consistency and service quality. Unlike previous studies focusing mainly on marketing and sales, this study integrates customer engagement and IT governance perspectives in analyzing digital communication effectiveness in MSMEs. The study contributes theoretically to digital communication research and practically to sustainable digital communication management for MSMEs.


Keywords


Digital Communication; Social Media; TikTok; Customer Engagement; MSMEs

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References


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DOI: https://doi.org/10.32509/cyberpr.v6i1.7017

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