Strategi Promosi Sakha Butik dalam Meningkatkan Daya Saing di Industri Fashion Lokal
Keywords:
Digital Marketing, Social Media, TikTok, Competitiveness, Fashion MSMEsAbstract
The development of digital technology has encouraged fashion business actors to optimize social media–based promotional strategies in order to enhance competitiveness. This study aims to evaluate the digital promotion strategies implemented by Sakha Boutique in strengthening its position within the local fashion industry. The research employs a descriptive qualitative method and is conducted at Sakha Boutique as the research site. Data were collected through observation, documentation, and unstructured interviews related to digital promotional activities, particularly the creation of promotional content and the implementation of live streaming via the TikTok platform. The findings indicate that the utilization of TikTok as a social media platform, especially through live streaming features and strategic management of promotional content, is able to increase consumer interaction and expand market reach. Although several challenges were encountered, such as time constraints, lighting quality, and internet network stability, the strategic adjustments implemented were proven to enhance the effectiveness of digital promotion. Therefore, the digital promotional strategies applied by Sakha Boutique play a significant role in strengthening business competitiveness within the local fashion industry.
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