Pengelolaan Konten Marketing Tiktok Shop UMKM

Social media marketing utilizes platforms such as TikTok to promote products interactively. Namii Fashion Gallery, a micro, small, and medium enterprise (MSME) specializing in women’s Muslim fashion, employs TikTok Live features using the “war” technique—a sales method resembling a flash sale or semi-auction. Products are offered at special prices with limited stock, creating urgency and competition among viewers to complete their purchases quickly. This study adopts a qualitative method with a case study approach and a constructivist paradigm, collecting data through observation and interviews with the owner, live host, and admin of Namii. The findings indicate that Namii has successfully implemented an effective digital marketing strategy through the SOME concept (Share, Optimize, Manage, Engage). This strategy involves the creation of relevant pre-live content, optimization of broadcast timing based on data insights, consistent visual and team management, and active audience engagement. The live war technique has proven effective in encouraging impulsive buying behavior and enhancing customer loyalty, while also delivering a dynamic and memorable digital shopping experience. Abstrak. Pemasaran media sosial memanfaatkan platform seperti TikTok untuk promosi produk secara interaktif. Namii Fashion Gallery, UMKM di bidang busana muslim wanita, menggunakan fitur Live TikTok dengan teknik “war”, yaitu metode penjualan mirip obral atau semi-lelang. Produk dijual dengan harga khusus dan stok terbatas, menciptakan urgensi dan persaingan di antara penonton untuk segera checkout. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan paradigma konstruktivisme, melalui observasi dan wawancara dengan owner, host live, dan admin Namii. Hasilnya menunjukkan bahwa Namii berhasil menerapkan strategi digital marketing efektif melalui konsep SOME (Share, Optimize, Manage, Engage). Strategi ini meliputi pembuatan konten pra-live yang relevan, optimasi waktu tayang berdasarkan data, pengelolaan visual dan tim secara konsisten, serta interaksi aktif dengan audiens. Teknik live war terbukti mendorong pembelian impulsif dan memperkuat loyalitas pelanggan, sekaligus menciptakan pengalaman digital yang dinamis dan berkesan..