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Aug 16, 2025
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Abstract

The implementation of digital marketing social commerce live shopping TikTok is an effective strategy for MSMEs to increase brand awareness and product sales, expand market reach and consumers. This study aims to determine the implementation of the use of digital marketing through live shopping, identify success factors along with obstacles and anticipation of TikTok Shop live shopping. This research method is quantitative through interviews, observations and documentation. The results of the study indicate that the use of digital marketing through TikTok live shopping social commerce is still less effective in increasing sales, but rather increases brand awareness of Natureline products. Key factors for the success of TikTok Shop live shopping include how to convey products, the appearance of live hosts, and discount promos. The obstacles include a lack of understanding of advertising, the difficulty of algorithms, live time technicians, and the difficulty of understanding analytical data. These findings confirm that TikTok social commerce and live shopping support digital marketing strategies for MSMEs in the digital era.

Keywords

Digital Marketing Social Commerce Tiktok Live Shopping

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