Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

<Previous Article In Volume
Next Article In Volume>

Factors Affecting the Use of Social-Media TikTok to Improve SME Performance

Authors
Mercyana Dewi Luthen1, Lydiawati Soelaiman1, *
1Faculty of Economics and Business, Universitas Tarumanagara, Jakarta 11470, Indonesia
*Corresponding author. Email: lydiawatis@fe.untar.ac.id
Corresponding Author
Lydiawati Soelaiman
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.033How to use a DOI?
Keywords
Interactivity; Cost-effectiveness; Compatibility; Social-Media TikTok Usage; Business Performance
Abstract

The current growth of internet use has consequently contributed to the growth of Social-Media. A Social-Media platform that is trending in Indonesia at the moment is the TikTok. Many SMEs, especially young entrepreneurs, use the TikTok platform to improve their business performance in order to achieve organizational goals related to profitability, sales growth and market share. Therefore, this study aims to determine the effect of Interactivity, Cost Effectiveness, and Compatibility on the performance of SMEs with the use of TikTok Social-Media as a mediating variable. The sample of this study was 100 SME in Jakarta that use TikTok. The sampling technique in this study was purposive sampling based on certain criteria in order to provide the appropriate information needed by the researcher. The results showed that Interactivity, Cost Effectiveness, and Compatibility have a positive and significant effect on the use of TikTok. The use of TikTok has a positive and significant effect on business performance. The results of the study also stated that TikTok successfully served as a mediating variable.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
10.2991/assehr.k.220404.033
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.033How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Mercyana Dewi Luthen
AU  - Lydiawati Soelaiman
PY  - 2022
DA  - 2022/04/21
TI  - Factors Affecting the Use of Social-Media TikTok to Improve SME Performance
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 212
EP  - 217
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.033
DO  - 10.2991/assehr.k.220404.033
ID  - Luthen2022
ER  -