Pengembangan Digital Storytelling Menggunakan Tiktok sebagai Strategi Promosi untuk Meningkatkan Minat Beli Konsumen pada Usaha Bolu Bunda

Abstract

This study aims to develop digital storytelling using TikTok as a promotional strategy to increase consumer purchase interest in the Bolu Bunda business. The study employs the Research and Development (R&D) method using the ADDIE model, comprising the stages of Analysis, Design, Development, Implementation, and Evaluation. Data were collected through observation, interviews, documentation, expert validation, business owner validation, and audience response questionnaires. The developed product consists of a digital storytelling content package comprising eight TikTok videos, twelve supporting photos, storyboards, captions, calls to action, visual identity guidelines, a publication calendar, and an AIDA-based evaluation sheet. Research results indicate that the initial state of the @bolubunda TikTok account lacked structured management and did not utilize digital storytelling. Validation results showed feasibility percentages of 82.14% from content/marketing experts, 85.71% from digital media experts, and 92.86% from the business owner, resulting in a combined score of 86.90%, which falls into the "highly feasible" category. Following revisions and implementation, a limited trial involving 35 respondents yielded an average audience response of 79.64%, categorized as "good." Purchase interest indicators based on the AIDA model achieved an average of 80.00%, with scores of 78.93% for Attention, 79.29% for Interest, 83.57% for Desire, and 80.00% for Action. During the observation period, the content garnered 6,958 views, and the account reached 725 followers. These results demonstrate the potential of TikTok-based digital storytelling as a promotional strategy to foster consumer purchase interest in Bolu Bunda products. However, as this study measures purchase interest as an intention or inclination rather than actual purchasing behavior, the findings are not intended to establish a causal relationship with sales figures.