OPTIMIZATION OF TIKTOK LIVE SHOPPING TO ENHANCE BUSINESS SUSTAINABILITY AND SCALABILITY AMONG VOCATIONAL YOUNG ENTREPRENEURS
DOI:
https://doi.org/10.54314/jssr.v8i4.4406Abstract
Abstrak: Studi ini bertujuan untuk menganalisis potensi, tantangan, dan strategi optimasi TikTok Live Shopping dalam meningkatkan keberlanjutan dan skalabilitas bisnis wirausaha muda vokasional. Digitalisasi menawarkan peluang besar bagi UKM dan siswa vokasional untuk memasarkan produk mereka secara real-time dan interaktif. Namun, keterbatasan literasi digital dan akses pelatihan tetap menjadi tantangan utama. Dengan menggunakan pendekatan metode campuran, data dikumpulkan melalui survei dengan 50 responden dan wawancara mendalam dengan wirausahawan muda. Temuan menunjukkan bahwa 74% responden adalah siswa vokasional, 58% telah menggunakan TikTok Live Shopping, dan 70% setuju bahwa platform tersebut efektif meningkatkan interaksi pelanggan. Hasil uji-t menunjukkan bahwa kemampuan untuk memulai Live Shopping, eksplorasi tren, dan keterbukaan pembelajaran signifikan (p < 0,05), sementara akses pelatihan tetap netral. Studi ini menyimpulkan bahwa mengoptimalkan TikTok Live Shopping dapat memperluas jangkauan pasar dan memperkuat keberlanjutan bisnis ketika didukung oleh program literasi digital dan strategi branding yang efektif.ÂKata Kunci: Belanja Langsung TikTok; Pemasaran Digital; Wirausaha Muda; UKM; Keberlanjutan Bisnis
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Abstract:This study aims to analyze the potential, challenges, and optimization strategies of TikTok Live Shopping in enhancing the sustainability and scalability of vocational young entrepreneurs’ businesses. Digitalization offers vast opportunities for SMEs and vocational students to market their products in real-time and interactively. However, limited digital literacy and training access remain major challenges. Using a mixed-method approach, data were collected through surveys with 50 respondents and in-depth interviews with young entrepreneurs. Findings show that 74% of respondents were vocational students, 58% had used TikTok Live Shopping, and 70% agreed that the platform effectively increases customer interaction. T-test results indicate that the ability to start Live Shopping, trend exploration, and learning openness were significant (p < 0.05), while training access remained neutral. The study concludes that optimizing TikTok Live Shopping can expand market reach and strengthen business sustainability when supported by digital literacy programs and effective branding strategies.Â
Keywords: TikTok Live Shopping; Digital Marketing; Young Entrepreneurs; SMEs;Â Business Sustainability
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OPTIMIZATION OF TIKTOK LIVE SHOPPING TO ENHANCE BUSINESS SUSTAINABILITY AND SCALABILITY AMONG VOCATIONAL YOUNG ENTREPRENEURS
Sri Ekawulandari¹, Flora Silalahi², Melita Siagian³
Politeknik LP3I Medan
e-mail: wulan.lp3i@gmail.com
Abstrak: Studi ini bertujuan untuk menganalisis potensi, tantangan, dan strategi optimasi TikTok Live Shopping dalam meningkatkan keberlanjutan dan skalabilitas bisnis wirausaha muda vokasional. Digitalisasi menawarkan peluang besar bagi UKM dan siswa vokasional untuk memasarkan produk mereka secara real-time dan interaktif. Namun, keterbatasan literasi digital dan akses pelatihan tetap menjadi tantangan utama. Dengan menggunakan pendekatan metode campuran, data dikumpulkan melalui survei dengan 50 responden dan wawancara mendalam dengan wirausahawan muda. Temuan menunjukkan bahwa 74% responden adalah siswa vokasional, 58% telah menggunakan TikTok Live Shopping, dan 70% setuju bahwa platform tersebut efektif meningkatkan interaksi pelanggan. Hasil uji-t menunjukkan bahwa kemampuan untuk memulai Live Shopping, eksplorasi tren, dan keterbukaan pembelajaran signifikan (p < 0,05), sementara akses pelatihan tetap netral. Studi ini menyimpulkan bahwa mengoptimalkan TikTok Live Shopping dapat memperluas jangkauan pasar dan memperkuat keberlanjutan bisnis ketika didukung oleh program literasi digital dan strategi branding yang efektif.
Kata Kunci: Belanja Langsung TikTok; Pemasaran Digital; Wirausaha Muda; UKM;
Keberlanjutan Bisnis
Abstract:This study aims to analyze the potential, challenges, and optimization strategies of TikTok Live Shopping in enhancing the sustainability and scalability of vocational young entrepreneurs’ businesses. Digitalization offers vast opportunities for SMEs and vocational students to market their products in real-time and interactively. However, limited digital literacy and training access remain major challenges. Using a mixed-method approach, data were collected through surveys with 50 respondents and in-depth interviews with young entrepreneurs. Findings show that 74% of respondents were vocational students, 58% had used TikTok Live Shopping, and 70% agreed that the platform effectively increases customer interaction. T-test results indicate that the ability to start Live Shopping, trend exploration, and learning openness were significant (p < 0.05), while training access remained neutral. The study concludes that optimizing TikTok Live Shopping can expand market reach and strengthen business sustainability when supported by digital literacy programs and effective branding strategies.
Keywords: TikTok Live Shopping; Digital Marketing; Young Entrepreneurs; SMEs;
Business Sustainability
INTRODUCTION
Digital transformation has revolutionized marketing paradigms, shifting from conventional methods to interactive, technology-based systems. TikTok Live Shopping combines entertainment elements with real-time transactions (live commerce) and has become a rapidly growing phenomenon in digital marketing.
For vocational young entrepreneurs, the platform offers opportunities to showcase products, directly interact with audiences, and build consumer trust in real time. However, many entrepreneurs still face barriers such as lack of content strategy, weak analytical literacy, and limited formal digital marketing training. This study addresses these gaps by developing an applicable model for TikTok Live Shopping optimization tailored to vocational entrepreneurs’ characteristics.
METHODOLOGY
This research employed a mixed-method approach combining quantitative and qualitative data collection. The quantitative method involved distributing a Likert-scale questionnaire (1–5) to 50 respondents, while the qualitative method utilized semi-structured interviews and non-participant observation. Data were analyzed using descriptive statistics and a one-sample t-test with a comparison value of 3 to identify significant deviations from neutral responses.
Figure: Gender
Figure: Age
Figure: Respondent Status
Figure: TikTok Live Experience
RESULTS AND DISCUSSION
The findings demonstrate that vocational young entrepreneurs possess strong technical competence and motivation for learning. However, digital training access and analytical literacy regarding TikTok metrics (e.g., views, engagement, conversion rate) remain limited. Statistical analysis revealed significant results for operational readiness (Q16, t(49)=5.76, p<.001), trend exploration (Q19, t(49)=3.90, p<.001), and learning adaptability (Q20, t(49)=6.23, p<.001), while training access (Q17) was not significant (p=.062). These results suggest that although motivation and adaptability are high, structured digital mentoring is still required to sustain performance.
CONCLUSION
TikTok Live Shopping demonstrates strong potential as a digital marketing strategy for vocational young entrepreneurs. It enhances consumer engagement and contributes to greater scalability of SMEs. Nevertheless, sustainable implementation requires enhanced training, analytical literacy, and policy support.
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