The Influence of TikTok as a Marketing Tool for MSMEs on Public Buyer Interest

Humans develop technology as an extension to overcome their limitations in conquering space and time. In the era of globalization, the increasingly rapid development of information technology cannot be avoided. The development of technology and information has changed society's culture, lifestyle, and means of communication. In particular, the Internet is very useful for gathering and sharing information rapidly and using less resources. An example of sharing information is through social media called TikTok, a program launched by ByteDance Inc. In 2016, it became a global phenomenon and an effective marketing tool for micro, small, and medium enterprises (MSMEs). TikTok allows engaging video content to promote its products and reach a wider audience through creative content. This research uses a quantitative approach and questionnaire to analyze the impact of TikTok on consumers' buying interest. The research shows that TikTok significantly increases brand awareness, brand image, and consumer purchasing interest. Using TikTok as a marketing tool makes it possible to compete more effectively in the digital market. Data collected from 200 respondents in Jakarta shows that TikTok has a positive impact on consumer purchasing decisions through the variables of brand awareness, brand image, and behavior. These results provide valuable insights for MSMEs to develop more effective digital marketing strategies.