Promosi Melalui Implementasi Tiktok Ads untuk Meningkatkan Engagement Dasilva Batik Malang
DOI:
https://doi.org/10.63822/a23sxf98Keywords:
TikTok Ads, Digital Promotion, Engagement, Epic Model, SME.Abstract
Dasilva Batik Malang is an MSME producing modern batik clothing whose TikTok engagement has declined due to inconsistent digital promotion and unused TikTok Ads potential. This research identifies TikTok Ads implementation as a digital promotion strategy, analyzes engagement differences among entertainment, storytelling, and promotional content, and determines the most effective content type, and identifies the obstacles encountered. The research applies the Kemmis and MeTaggart action research model through planning, action, observation, and reflection. The unit of analysis comprises 20 people: the business owner, marketing experts, computer experts, and prospective consumers selected purposively. The EPIC Model questionnaire was tested for validity using Pearson Product Moment correlation and reliability using Cronbach's Alpha via IBM SPSS Statistics 26. The EPIC Rate assessment showed all three contents were effective, with promotional content scoring highest (4.16). However, the actual engagement rate after publication via TikTok Ads showed entertainment content performed best (1.99%), followed by promotional (1.68%) and storytelling content (1.63%). Dasilva Batik Malang is advised to produce-more entertainment content without abandoning promotional and storytelling content, while future research should apply A/B Testing, add content variations, and increase the promotion budget for more representative results.
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Copyright (c) 2026 Hysam Ammarullah, Umi Khabibah (Author)
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