Digital Promotion Strategy Design Through TikTok to Increase Brand Awareness for Adah Mode MSME
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Alya Sefani
*
Politeknik Cendana, Medan,
Indonesia
- Sintiya Hervina Politeknik Cendana, Medan, Indonesia
- Sri Mutiara Politeknik Cendana, Medan, Indonesia
Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy; however, many still face limitations in utilizing digital marketing strategies. Adah Mode, a fashion-based MSME, has so far relied solely on sporadic promotions through Instagram, which have not been optimized. Meanwhile, TikTok has rapidly developed into an effective and creative digital marketing platform capable of reaching a wide audience. The findings indicate that digital promotion strategies through TikTok have a significant effect on increasing brand awareness. This is evidenced by a significance value of 0.000 (<0.05) across all variables within the AIDA model (Attention, Interest, Desire, Action) as well as the brand awareness indicators. the study affirms that TikTok can serve as an effective digital promotion strategy for MSMEs in enhancing brand awareness and competitiveness within the creative economy era. The results are not only beneficial for Adah Mode but may also serve as a practical reference for other MSMEs facing similar challenges in developing their digital marketing efforts.
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