ANALYSIS OF LIVE STREAMING, ADS, AND VIDEO CONTENT ON THE TIKTOK PLATFORM TO INCREASE PROFITABILITY AT HARIS COMPANY TEXTILE

Abstract

TikTok is one of the social media applications in the world of digital marketing that is growing significantly. Through TikTok, companies can use live streaming as a real-time and interactive promotional tool, and TikTok Ads to increase sales and profitability. This study aims to analyze the use of live streaming, ads, and video content to increase profitability at the Haris Kharisma Textile Company in Sukoharjo. This type of research is quantitative research with a descriptive approach. Data sources were obtained from interviews, literature studies, and documents in the form of financial reports. The objects of this study are the live streaming and ads feature using the Dasteran Cuan account and the video content feature using the Gendhis Fashion account on the TikTok platform. The analysis was conducted using profitability ratios using profit margin (PM) and net profit margin (NPM) indicators. The analysis found that the use of live streaming, ads, and video content demonstrated excellent results in increasing profitability. For the Dasteran Cuan account, the integration of live streaming, ads, and video content demonstrated excellent results, as evidenced by the significant percentage increase in the analysis using PM and NPM. The video campaign period leading up to Ramadan and Eid al-Fitr indicated that video content was driven by market momentum. Despite a decline in the October-December period, margins remained within the excellent zone, indicating that the company maintained its performance despite operational challenges at the end of the year. Overall, live streaming and ads proved to have a greater impact on increasing profitability than video content accounts.