Strategi Pemasaran melalui TikTok untuk Meningkatkan Penjualan pada A.F.Y Farm

Abstract

A.F.Y Farm merupakan usaha peternakan domba di Kecamatan Ciampea, Kabupaten Bogor yang belum mengoptimalkan pemanfaatan TikTok sebagai media pemasaran sehingga jangkauan pasar dan penjualan masih terbatas. Penelitian ini bertujuan menganalisis strategi pemasaran melalui TikTok, hubungan like, dan view TikTok terhadap penjualan, serta dampaknya terhadap kinerja usaha. Penelitian menggunakan metode campuran dengan analisis Segmentation, Targeting, Positioning (STP), bauran pemasaran (4P), uji korelasi rank spearman, analisis R/C rasio, dan sales growth. Hasil penelitian menunjukkan bahwa penerapan strategi pemasaran melalui TikTok meningkatkan jumlah followers dari 143 menjadi 504 dan jumlah likes dari 239 menjadi 3.115. Hasil uji rank spearman menunjukkan bahwa like dan view memiliki hubungan positif terhadap penjualan. Selain itu, nilai R/C rasio meningkat dari 1,39 menjadi 1,61 dan sales growth mencapai 103%. Penerapan strategi pemasaran melalui TikTok memberikan dampak positif terhadap peningkatan jangkauan promosi, engagement, penjualan, dan kinerja usaha sehingga dapat menjadi strategi pemasaran digital bagi A.F.Y Farm.

A.F.Y Farm is a sheep farming business located in Ciampea District, Bogor Regency, that has not yet optimized the use of TikTok as a marketing platform, resulting in limited market reach and sales. This study aimed to analyze the implementation of marketing strategies through TikTok, examine the relationship between TikTok like, view on sales, and evaluate their impact on business performance. The study employed a mixed methods approach using Segmentation, Targeting, Positioning (STP) analysis, the marketing mix (4P), spearman rank correlation analysis, R/C ratio analysis, and sales growth analysis. The results showed that the implementation of the TikTok marketing strategy increased the number of followers from 143 to 504 and the number of likes from 239 to 3,115. The spearman rank correlation analysis indicated that like and view had a positive relationship with sales. In addition, the R/C ratio increased from 1.39 to 1.61, while sales growth reached 103%. The implementation of the TikTok marketing strategy had a positive impact on promotional reach, engagement, sales, and business performance, making it a suitable digital marketing strategy for A.F.Y Farm.