Dedita Bakery and Cake’s Marketing Strategy Using TikTok Ads to Boost Consumer Appeal
DOI:
https://doi.org/10.59890/ijefbs.v4i5.42Keywords:
Consumer Appeal, Dedita Bakery and Cake, Digital Marketing, Marketing Strategy, TikTok AdsAbstract
Increasingly fierce competition across various business sectors is forcing MSMEs to adapt by utilizing digital media, which is considered more effective for reaching abroad consumer base. The effectiveness of conventional promotion has also declined, leading many MSMEs to rely on paid digital advertising strategies. TikTok Ads has become one of the top choices because its features enable rapid and effective content distribution to reach a wider audience. This study aims to analyze the marketing strategy of Dedita Bakery and Cake through the use of TikTok Ads to increase consumer appeal. This study employs a qualitative approach using a descriptive case study method involving interviews, observations, and documentation, with ten customers serving as respondents. The results show that the account’s reach increased from 980 to 1,340 followers and from 15.7 thousand to 25.6 thousand likes, while some videos reached over 150 thousand views. Other contributing factors include affordable prices, a strategic location in front of a school, and a combination of offline and online sales. Challenges faced included limited time for content creation, difficulty in determining ad targets, and algorithm changes that affected video performance. To address these, Dedita strives to maintain consistency in her posts, follow emerging trends, and conduct periodic evaluations. Overall, the use of TikTok Ads features has proven
References
Amelya, F., Ardhi, M. F., Suherman, N., & Aidi, I. F. (2024). Analisis pengaruh strategi pemasaran melalui TikTok terhadap minat beli konsumen: Studi literatur. Jurnal Bisnis Mahasiswa, 4(1), 12–20.
Dr. Sitta Kusuma (2024). Manajemen Pemasaran di Era Digitalisasi.
Hetty Kurnia Tunjungsari & Ginta Ginting.(2022) Kewirausahaan di Era digital. Tangerang Selatan :Universitas Terbuka.
Juhermi, S.E.,Dkk. (2024). Pemasarann di Era Digital : Strategi Ekonomi Baru
Khairunnisa, C. M. (2022). Pemasaran digital sebagai strategi pemasaran: Conceptual paper. Jurnal Aplikasi Manajemen dan Inovasi Bisnis, 5(1), 98–99.
Lestari, W. A., Vina, E. P., Octafiani, F. T., Witanto, E. O., & Nugroho, B. (2025). Pemanfaatan TikTok Ads untuk meningkatkan Customer Engagement Akun TikTok Kedai Upin Ipin. Jurnal Pengabdian Masyarakat Mentari, 1(6), 229–232.
Mujito (2025). Strategi Pemasaran (Product, Price, and Promotion).Selat Media Partners.
Nufus, H., & Handayani, T. (2022). Strategi Promosi dengan Memanfaatkan Media Sosial TikTok dalam Meningkatkan Penjualan (Studi Kasus pada TN Official Store). Jurnal Ekonomi dan Manajemen Teknologi (JEMT), 6(1), 21–34
Oktarini, D., Finthariasari, M., Nuari, T. N. V., Marta, F. R., & Yami, F. M. (2022). Strategi desain produk dan kualitas produk terhadap minat beli konsumen pada toko mebel sederhana. Prosiding Seminar Nasional Business Corporate, 1(1), 135. Universitas Muhammadiyah Bengkulu
Sari, A. A. P., & Habib, M. A. F. (2023). Strategi Pemasaran Menggunakan Fitur Shopee Live Streaming Sebagai Media Promosi Untuk Meningkatkan Daya Tarik Konsumen (Studi Kasus Thrift Shop di Kabupaten Tulungagung). Jurnal Ilmiah Wahana Pendidikan, 9(17), 41–58
Yuni Istano, dkk. (2024). Pemasaran Melalui Media Sosial Pada Usaha Kecil. Zahir Publishing.
