Viral Marketing Strategy of Immigrant UMKM to Improve Competition in Urban Areas
Keywords:
UMKM Immigrants, Tiktok Shop, Viral Marketing, Urban Competition, Marketplace PlatformsAbstract
Micro, Small and Medium Enterprises (UMKM) are often one of the livelihoods in urban environments, namely the movement of villagers to urban areas. Therefore, this study was conducted to analyze the immigrant population facing major challenges in competing in competitive urban markets, especially with the rapid development of digital technology. Marketplace platforms on social media can expand market reach and interaction between traders and consumers, one of which is the TikTok Shop platform which is often used by all levels of society. Through the TikTok Shop platform, immigrant UMKM can increase their competitiveness in urban areas. By raising the issue of eliminating TikTok Shop at the end of 2023, which is a major challenge for some UMKM actors to create new innovations and strategies in utilizing digital technology. This research method involves literature studies and observations of UMKM that have successfully used TikTok Shop before and after the platform was removed. The results of the study show that TikTok Shop greatly influences the marketing of immigrant UMKM. Designing viral promotional innovations carried out through video content, live shopping, adding product reviews, to collaborating with major influencers. A machine learning approach is needed in the form of sentiment analysis of TikTok content comments as a viral marketing strategy in creating subsequent advertisements. Integration of digital technology and adaptability are key for immigrant UMKM to survive and compete in dynamic urban markets.
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