PENGARUH MARKETING SOSIAL MEDIA TIKTOK TERHADAP PENJUALAN ONLINE DALAM PERKEMBANGAN TEKNOLOGI METAVERSE

Abstract

In an era of increasingly rapid technological advancement, the role of social media has become highly significant in the business landscape. One social media platform experiencing extraordinary growth is TikTok. This study investigates the influence of TikTok social media marketing on online sales within the context of metaverse technological developments. The study examines whether TikTok marketing effectively increases sales volume and enhances consumer product knowledge. Utilizing an empirical survey method across 20 small-to-medium enterprise owners in Manado City who actively utilize TikTok as a promotional tool, data were analyzed systematically. Findings reveal that TikTok social media marketing exerts a statistically positive and significant impact on accelerating online sales transactions and commercial brand discoverability. The creative visual storytelling format on TikTok effectively captivates consumer engagement and establishes affirmative brand equity in the evolving digital commerce ecosystem.