Pengaruh Intensitas Promosi melalui TikTok Shop terhadap Peningkatan Pendapatan UMKM Produk Skincare Lokal di Kota Surabaya

Abstract

The development of social commerce has transformed marketing patterns and digital trade practices among micro, small, and medium enterprises (MSMEs) in Indonesia, particularly through the utilization of TikTok Shop as an interactive promotional platform. This study aims to analyze the effect of promotional intensity through TikTok Shop on increasing the income of local skincare MSMEs in Surabaya City. The research employed a quantitative method with an empirical approach by distributing questionnaires to 100 MSME owners actively using TikTok Shop for digital marketing activities. The data were analyzed using validity tests, reliability tests, descriptive analysis, and simple linear regression analysis. The findings indicate that promotional intensity through TikTok Shop has a positive and significant effect on increasing MSME income. Promotional activities such as live streaming, creative video content, affiliate marketing, and discount programs were proven to increase product visibility, consumer engagement, and sales transactions. This study argues that TikTok Shop functions not only as a marketing communication medium but also as a digital economic instrument capable of strengthening the competitiveness of local MSMEs within the social commerce ecosystem. Academically, this study contributes to the development of digital marketing and social media-based digital economy studies by positioning promotional intensity as a strategic factor in increasing MSME income in the era of digital transformation.