DAMPAK PEMANFAATAN PLATFORM MEDIA SOSIAL TIKTOK SHOP TERHADAP VOLUME PENJUALAN DAN EKSPANSI PASAR SEKTOR (UMKM) DALAM PERSPEKTIF EKONOMI SYARIAH

Abstract

This study aims to analyze the impact of using TikTok Shop on increasing sales volume and market expansion for MSMEs, drawing on findings from previous research. A literature review methodology was employed, examining scholarly articles and national journals published between 2024 and 2025. The results indicate that social media usage positively impacts sales growth by expanding consumer reach, enhancing customer interaction, and improving promotional cost efficiency. Furthermore, social media enables MSMEs to expand their markets without requiring substantial investment. However, the effectiveness of social media utilization is influenced by factors such as the digital competence of MSME owners, the quality of digital marketing content, the business owners' digital literacy, consistent account management, and the ability to leverage available digital features. Consequently, optimizing digital marketing strategies is crucial for enhancing MSME competitiveness in the digital economy. Improving digital literacy and implementing social media-based marketing strategies are vital for supporting competitiveness and sustainability. This study is expected to serve as a reference for MSME owners, academics, and policymakers in developing effective digital transformation strategies.