Implementation of the Digital Promotion Mix to Increase Sales at Kaspa Kids in Sidoarjo

Abstract

This study highlights the importance of digital promotion mix in increasing sales, focusing on a case study of Kaspa Kids in Sidoarjo, which utilizes TikTok as a marketing platform. A qualitative case study approach was used, with data collected through interviews with the owner and two marketing staff, observation of TikTok content, and documentation of sales and promotional activities. The findings show that strategies such as TikTok Ads, promotional videos, affiliate collaborations, live streaming with trained hosts, and interactive features positively impact consumer engagement. This study contributes to the literature on social media-based digital marketing and serves as a reference for MSMEs to optimize digital platforms. Future research is recommended to explore other platforms such as Instagram Reels and YouTube Shorts, and to apply consumer data-based approaches for more personalized marketing strategies.