Humanized Digital Marketing Strategy through TikTok Live Interaction: A Case Study of 6JayaMotor Malang Automotive SME

Rizky Fahmi Saputra; Muhammad Naufal Aulia Maulana; Sudarmiatin Sudarmiatin; Wening Patmi Rahayu

doi:10.55927/eajmr.v4i11.479

Authors

Rizky Fahmi Saputra Universitas Negeri Malang
Muhammad Naufal Aulia Maulana Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Wening Patmi Rahayu Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v4i11.479

Keywords:

Humanized Digital Marketing, TikTok Live, Digital Trust, SMEs

Abstract

This study examines the application of Humanized Digital Marketing (HDM) through TikTok Live interactions at 6JayaMotor Malang SME. Using a single case study qualitative approach, data was collected through interviews, observations, and documentation, then analyzed using the Miles and Huberman model. The results show that HDM is realized through four main dimensions: empathy and authenticity, brand anthropomorphism, digital trust, and consumer engagement. Honest, responsive, and personalized communication strategies build audience trust and loyalty. This study confirms that the success of SME digital marketing depends not only on technology but also on the ability to create authentic human connections in the digital space.

References

Aji, G., Fatimah, S., Minan, F., (2022). Analisis Digital Marketing Tiktok Live sebagai Strategi Memasarkan produk UMKM Anjab Store. Dan Pemasaran Digital, 2(1), 13–24.

Fasluki, R. B., Mala, I. K., & Sutantri. (2023). Strategi Digital Marketing Oleh Rumah Kurasi Kediri Dalam Meningkatkan Omzet UMKM. Innovative: Journal Of Social Science Research, 3(6), 6105–6112. http://j-innovative.org/index.php/Innovative/article/view/7183%0A

Lourenço, R., & Ferreira, J. J. (2024). Humanized marketing and brand anthropomorphism in digital environments: Emotional connections and consumer identification. Journal of Business Research, 172, 114–128. https://doi.org/10.1016/j.jbusres.2024.114128

Miles, M. B., Huberman, A. M., & Saldaña, J. (2018). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Parebong, A. B. (2024). Literature Review: Strategi Digital Marketing Dalam Meningkatkan Penjualan UMKM. JurnalInterdisiplinerIndonesia, 01(01), 17–24. https://e-journal.naureendigition.com/index.php/mj

Pratiwi, R. D., & Rohman, A. (2023). Building digital trust through authentic interaction: A case of Indonesian MSMEs. Jurnal Manajemen Pemasaran, 18(2), 101–115. https://doi.org/10.9744/jmp.18.2.101-115

Simanullang, M. Y., & Wulandari, D. (2022). Authentic communication and consumer trust in TikTok marketing: Evidence from Indonesian small businesses. Journal of Digital Business & Society, 4(1), 45–57. https://doi.org/10.31289/jdbs.v4i1.7229

Statista. (2024). Leading countries based on TikTok audience size as of January 2024. Retrieved from https://www.statista.com/statistics/1095186/tiktok-users-number-country/

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). SAGE Publications.

Wardani, A. F., Kusumawati, A., & Mawardi, M. K. (2021). Digital marketing strategies for SMEs: Enhancing trust and engagement through online authenticity. Jurnal Administrasi Bisnis, 98(1), 23–32. https://doi.org/10.21776/ub.jab.2021.098.01.03

Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.