Pengaruh Penggunaan Instagram dan TikTok terhadap Peningkatan Penjualan di Beeancashop

https://doi.org/10.35912/simo.v6i3.3714
Published: Oct 6, 2025

Abstract:

Purpose: This study investigates which social media platform, Instagram or TikTok, has a greater influence on increasing sales at Beeancashop

Methodology/approach: A quantitative research method was employed with 100 respondents. Data was analyzed using SPSS Version 26 to measure the impact of both platforms on sales.

Results/findings: The study revealed that Instagram and TikTok together contribute 90.1% to Beeancashop’s sales. While both platforms had a positive influence, TikTok showed a significant effect on sales, whereas Instagram alone did not.

Conclusions: The study concludes that Instagram does not have a significant effect on sales at Beeancashop, while TikTok has a significant positive effect. Furthermore, Instagram and TikTok together significantly influence sales, indicating that social media content, particularly on TikTok, plays a key role in driving sales growth at Beeancashop.

Limitations: The study only focused on two social media platforms and limited the sample size to 100 respondents, which may not fully represent a broader consumer base.

Contribution: This research offers insights into how TikTok plays a more significant role than Instagram in driving sales for a local fashion brand like Beeancashop in Indonesia, emphasizing the need for a targeted social media strategy.

Keywords:
1. E-Commerce
2. Fashion Trends
3. Instagram and Tiktok Influence
4. Social Media Marketing
5. Sales Impact
Authors:
1 . Syahvira Bainca Isman
2 . Ahmad Maulidizen
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How to Cite
Isman, S. B., & Maulidizen, A. (2025). Pengaruh Penggunaan Instagram dan TikTok terhadap Peningkatan Penjualan di Beeancashop. Studi Ilmu Manajemen Dan Organisasi, 6(3), 745–762. https://doi.org/10.35912/simo.v6i3.3714
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Issue & Section
Vol. 6 No. 3 (2025): Oktober
Articles
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References

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  2. Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit - Undip.
  3. Hildayanti, M., & Sariwaty, Y. (2020). Penggunaan Instagram Sebagai Media Komunikasi Pemasaran Produk Orange Button. Jurnal Purnama Berazam, 2(1), 69–79.
  4. Lestari, F. (2020). Social Media Content of Instagram on Impulse Buying. Review of Behavioral Aspect in Organizations & Society, 2(2), 59–66. https://doi.org/http://dx.doi.org/10.32770/rbaos.vol259-66
  5. Maulidizen, A., Sofian, E., Karimah, F., Hayuningrum, N., Rizki, N. R., & Adinda, A. P. (2022). Workshop Instagram Marketing Pada Tji Liwoeng Coffee. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 2(2), 51–59. https://doi.org/https://doi.org/10.55606/kreatif.v2i2.651
  6. Maulidizen, A., Sofian, E., Karimah, F., Hayuningrum, N., Rusmela, R. N., & Adinda, A. P. (2022). Workshop Instagram Marketing Pada Tji Liwoeng Coffee: Instagram Marketing Workshop At Tji Liwoeng Coffee. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 2(2), 51–59. https://doi.org/https://doi.org/10.55606/kreatif.v2i2.651
  7. Maulidizen, A., Sofian, E., Ramadhan, R., Hidayat, R., Alatas, A., Perdana, M. M. K., & Thoriq, M. R. (2022). Pengenalan Aplikasi Tiktok Sebagai Platform Pemasaran Baru Untuk Pelaku Umkm: Introduction To The Tiktok Application As A New Marketing Platform For MSMES. NUSANTARA: Jurnal Pengabdian Kepada Masyarakat, 2(1), 19–23. https://doi.org/https://doi.org/10.55606/nusantara.v2i1.482
  8. Nufus, H., & Handayani, T. (2022). Strategi Promosi dengan Memanfaatkan Media Sosial TikTok dalam Meningkatkan Penjualan (Studi Kasus pada TN Official Store). Jurnal EMT KITA, 6(1), 21–34. https://doi.org/https://doi.org/10.35870/emt.v6i1.483
  9. Sekaran, U. (2007). Metode Penelitian Untuk Bisnis. Salemba Empat.
  10. Simamora, N. (2023). IDEA Optimistis Pertumbuhan Ekonomi E-Commerce Naik 15%-20% di 2023. Industri.Kontan.Co.Id. https://industri.kontan.co.id/news/idea-optimistis-pertumbuhan-ekonomi-e-commerce-naik-15-20-di-2023
  11. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed Methods). Alfabeta.
  12. Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D (Sutopo (ed.); 2nd ed.). Alfabetha.
  13. Wulandari, D. N., Santoso, B., & Athar, H. S. (2017). Etika Bisnis E-Commerce Berdasarkan Maqasid Syariah Pada Marketplace Bukalapak.com. JMM -UNRAM-Master of Management Journal, 6(1), 1–13.