Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)

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The Impact of Tiktok Shop Policy Dynamics to The Micro-Small-Medium-Sized Enterprises Sustainability

Authors
Melly Maulin Puwaningwulan1, *, Tine Agustin Wulandari2, Niluh Ayu Anggaswari3
1Department of Communication Science, Faculty of Social and Political Science, Universitas Komputer Indonesia, Jalan Dipati Ukur, 102-106, Bandung, Indonesia
2Department of Communication Science, Faculty of Social and Political Science, Universitas Komputer Indonesia, Jalan Dipati Ukur, 102-106, Bandung, Indonesia
3Department of Communication Science, Faculty of Social and Political Science, Universitas Komputer Indonesia, Jalan Dipati Ukur, 102-106, Bandung, Indonesia
*Corresponding author. Email: melly.maulin@email.unikom.ac.id
Corresponding Author
Melly Maulin Puwaningwulan
Available Online 5 August 2024.
DOI
10.2991/978-2-38476-269-9_11How to use a DOI?
Keywords
TikTok Shop; MSMEs; policy; social media; e-commerce
Abstract

TikTok is a social media platform that offers a variety of video content for its users to enjoy. This video content serves as the foundation for business owners to create or present advertisements that they wish to disseminate. TikTok expanded the business industry through TikTok Shop to be an online shopping platform with a live shopping feature that succeeded in capturing the hearts of many users, even tempting them to abandon their former marketplace. However, this did not last long because, in the same year, the Government of Indonesia closed TikTok Shop because it was deemed to have breached Minister of Trade Regulation No. 31 of 2023, which governs business licensing, advertising, development, and supervision of business owners in trading through electronic systems, which came into effect on September 26, 2023. This research examines the controversies surrounding government policies that affect micro, small, and medium-sized enterprises (MSMEs) in Indonesia. Data was acquired using a qualitative approach, including observation and in-depth interviews. The informants include MSMEs who sell through TikTok Shop and marketing communications specialists. The research’s findings reveal that MSMEs were significantly impacted by government policy when closing TikTok Shop, necessitating their ability to adapt and transfer to other platforms, even if TikTok Shop eventually resumed operations in collaboration with Tokopedia. TikTok chose Tokopedia as a partner because they share the same vision and objective for supporting MSMEs and local businesses in Indonesia. This collaboration is expected to revitalize declining economic transactions and benefit MSMEs.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
5 August 2024
ISBN
978-2-38476-269-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-269-9_11How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Melly Maulin Puwaningwulan
AU  - Tine Agustin Wulandari
AU  - Niluh Ayu Anggaswari
PY  - 2024
DA  - 2024/08/05
TI  - The Impact of Tiktok Shop Policy Dynamics to The Micro-Small-Medium-Sized Enterprises Sustainability
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Humanities and Social Sciences Track (ICOBEST-HSS 2024)
PB  - Atlantis Press
SP  - 113
EP  - 132
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-269-9_11
DO  - 10.2991/978-2-38476-269-9_11
ID  - Puwaningwulan2024
ER  -