The Effect of Integrating TikTok and Shopee-Based Digital Marketing Strategies on the Performance of MSMEs in Semarang Regency

Abstract

Digital transformation has opened up great opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand the market through the use of social media and e-commerce platforms. However, the limitation of digital literacy is still a significant obstacle for MSME actors in the regions, including in Semarang Regency. This study aims to analyze the influence of the integration of TikTok and Shopee-based digital marketing strategies on the marketing performance of MSMEs. The research method used was quasi-experimental with a one group pretest-posttest design. Data is collected through observation, interviews, and analysis of digital metrics that include follower count, engagement rate, store visits, and sales volume. The research sample consisted of partner MSMEs who participated in a digital marketing intervention program for two months. The results showed a significant increase in all performance indicators: TikTok followers increased by 50%, engagement rate increased by 25%, Shopee store visits increased by 45%, and sales increased by an average of 18%. These findings reinforce the literature that affirms the effectiveness of video-based social media integration and e-commerce as a relevant digital marketing strategy for MSMEs in the digital economy era. This research contributes to the development of an integrated digital marketing intervention model that can be replicated in various regional contexts.