PENGARUH PEMANFAATAN TIKTOK SEBAGAI MEDIA PROMOSI TERHADAP PENINGKATAN PENGHASILAN HARIAN UMKM DI LAPANGAN PANCASILA KOTA PALOPO

Abstrak

Latar Belakang: Media sosial, khususnya TikTok, semakin banyak dimanfaatkan oleh pelaku UMKM sebagai media promosi karena kemampuannya menjangkau konsumen secara luas dan interaktif. Namun, belum banyak penelitian empiris yang mengkaji dampaknya secara langsung terhadap peningkatan penghasilan harian UMKM, khususnya di ruang publik strategis seperti Lapangan Pancasila Kota Palopo. Tujuan: Mengetahui pengaruh pemanfaatan TikTok sebagai media promosi terhadap peningkatan penghasilan harian UMKM. Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan desain observasional analitik dan metode studi korelasi. Teknik total sampling digunakan untuk mengambil seluruh populasi pelaku UMKM di Lapangan Pancasila sebanyak 50 orang. Data dikumpulkan melalui kuesioner tertutup dan dianalisis menggunakan uji regresi linear sederhana dengan bantuan SPSS versi 23. Hasil: Hasil uji validitas dan reliabilitas menunjukkan bahwa semua item pernyataan dinyatakan valid dan reliabel. Uji regresi menunjukkan bahwa variabel pemanfaatan TikTok berpengaruh signifikan terhadap peningkatan penghasilan UMKM (t-hitung = 2,688 > t-tabel = 1,677, p = 0,010 < 0,05). Nilai koefisien determinasi (R²) sebesar 0,131 mengindikasikan bahwa TikTok memberikan kontribusi sebesar 13,1% terhadap variasi peningkatan penghasilan harian UMKM. Kesimpulan: Terdapat pengaruh pemanfaatan TikTok sebagai media promosi terhadap peningkatan penghasilan harian UMKM di Lapangan Pancasila Kota Palopo, namun pengaruh tersebut tidak signifikan secara praktis karena nilai kontribusinya hanya sebesar 13,1%, yang tergolong sangat lemah. Namun demikian, sebagian besar variasi penghasilan dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Diperlukan riset lanjutan dengan cakupan variabel yang lebih luas.

Background: Social media, especially TikTok, is increasingly being utilized by MSMEs as a promotional medium due to its ability to reach consumers widely and interactively. However, there has not been much empirical research examining its direct impact on increasing MSMEs' daily income, especially in strategic public spaces such as Pancasila Field in Palopo City. Objective: To determine the effect of utilizing TikTok as a promotional medium on increasing MSMEs' daily income. Method: This study uses a quantitative approach with an analytical observational design and a correlation study method. The total sampling technique was used to take the entire population of MSMEs in Pancasila Field, amounting to 50 people. Data were collected through a closed questionnaire and analyzed using a simple linear regression test with the help of SPSS version 23. Results: The results of the validity and reliability tests showed that all statement items were declared valid and reliable. The regression test showed that the TikTok utilization variable had a significant effect on increasing MSME income (t-count = 2.688 > t-table = 1.677, p = 0.010 < 0.05). The coefficient of determination (R²) of 0.131 indicates that TikTok contributed 13.1% to the variation in daily income increases for MSMEs. Conclusion:While the use of TikTok as a promotional medium has significantly increased the daily income of MSMEs in Pancasila Field, Palopo City, this effect is not practically significant, as its contribution is only 13.1%, which is considered very weak. However, much of the variation in income is influenced by other factors not examined in this study. Further research with a broader range of variables is needed.