TikTok-Based Digital Marketing and Sales Performance in a Traditional Culinary MSME: A Case Study of Sasagun Anti Jabir

Abstract

This study aims to analyze the role of digital marketing in increasing sales at UMKM Sasagun Anti Jabir, a traditional culinary business specializing in Batak Toba delicacies. The research employs a qualitative approach with a descriptive case study method, allowing the researcher to gain an in-depth understanding of the digital marketing strategies implemented through the TikTok platform. Data were collected through in-depth interviews with the business owner, observations of digital promotional activities, and documentation of social media content. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The findings reveal that the implementation of digital marketing through TikTok plays a significant role in boosting sales, expanding market reach, and strengthening brand image. The use of live-streaming features has proven effective in fostering direct interaction with consumers, enhancing trust, and stimulating purchase intentions. Creative content strategies utilizing the unique slogan “Hutur sampai Sabur” serve as a verbal identity that reinforces the brand positioning of Sasagun products. However, the business owner faces several challenges, including limited time, insufficient understanding of TikTok algorithms, and unstable internet connectivity.