The Role of TikTok Live Commerce in Increasing Sales of Fashion MSMEs in Cities: A Case Study of Toko Ba.081

Abstract

TikTok Live commerce has become a very influential digital marketing strategy for fashion MSMEs in Indonesia. This study aims to analyze the role of TikTok's live commerce in increasing sales, engagement, and visibility of the BA.081 store, a men's and women's fashion accessories MSME located in urban areas. The research method uses qualitative and quantitative descriptive approaches through TikTok live observation, owner interviews, TikTok Analytics performance analysis, and sales data documentation. The results showed that BA.081 experienced a 52% increase in sales after consistently doing live commerce for three months, an increase in the number of followers by 37%, and an increase in conversion rate from 4% to 11%. Live commerce is effective because it provides live product visualization, real-time interaction, and encourages impulsive buying through exclusive promos. This study confirms that  TikTok live commerce is a key strategy in improving the performance of fashion MSMEs in urban areas.