FYP Addiction and the Art of Digital Selling: A Study of MSMEs on TikTok Shop: Kecanduan FYP dan Seni Berdagang Digital: Studi tentang UMKM di TikTok Shop

Muhammad Nailul Author

doi:10.31004/riggs.v4i1.1356

Authors

Muhammad Nailul Author Universitas Al qolam

DOI:

https://doi.org/10.31004/riggs.v4i1.1356

Keywords:

TikTok Shop, MSMEs, Digital, Digital transformation

Abstract

This study aims to explore the experiences of micro, small, and medium enterprises (MSMEs) in utilizing TikTok Shop as a digital selling platform, particularly in their efforts to appear on the For You Page (FYP). Using a descriptive qualitative approach and phenomenological method, this research involves eight MSME actors who actively produce content and conduct live selling. The findings reveal that FYP is not only perceived as a visibility target but also as a source of social validation and psychological pressure. MSMEs develop content strategies based on trends, storytelling, and personalization while navigating the ambiguity between promotion and entertainment. Moreover, emotional stress is found to be a consequence of algorithmic demands for consistent performance. These findings highlight the importance of understanding FYP as a performative and emotional space within digital business strategies. This study suggests the need for ongoing support for MSMEs to maintain a balance between creativity and mental well-being in the platform-based digital economy.

Downloads

Download data is not yet available.

References

M. N. Author, “Implementation of Sharia Principles in Managing Halal Certified MSME Business,” vol. 9, pp. 41–45, 2024.

M. Nailul, “Manajemen Risiko Pasar Pada Umkm: Menghadapi Tantangan Dan Memanfaatkan Peluang Di Era Digital Binaan Baznas Microfinance Desa (Bmd) Malang,” Bul. Abdi Masy., vol. 5, no. 2, pp. 66–76, 2025.

A. F. Hasanah, L. A. M. Nelloh, and S. Pratama, “How Effective is FYP (ForYouPage) Campaign for Business Contents on in Indonesia?,” J. Ilmu Manaj. Ekon., vol. 14, no. 2, 2022, doi: 10.35384/jime.v14i2.274.

M. Koufaris, “Applying the Technology Acceptance Model and flow theory to online Consumer Behavior,” Inf. Syst. Res., 2002, doi: 10.1287/isre.13.2.205.83.

P. Nurhabibah, H. Hetilaniar, B. W. J. Santoso, and R. Rustono, “A Multimodal Critical Discourse Analysis of TikTok FYP Video,” Int. J. Soc. Sci. Res. Rev., vol. 6, no. 2, 2023, doi: 10.47814/ijssrr.v6i2.829.

C. Dinata and S. Aulia, “Analisis Personal Branding Content Creator TikTok @claramonica,” Kiwari, vol. 1, no. 1, 2022, doi: 10.24912/ki.v1i1.15672.

A. Rathy, “A Systematic Review: The Influence of TikTok Contents and its Effects towards Mental Health among Youth in Malaysia,” J. Media Inf. Warf., vol. 16, no. 1, 2023, doi: 2821-3394.

Muhammad Nailul, “Improving Impulse Buying Through Store Environment: The Roles of Shopping Enjoyment and Money Availability,” https://jurnaljam.ub.ac.id/index.php/jam/article/view/8661, vol. 23, 2025, doi: 10.21776.

C. E. Moustakas, “Phenomenological research methods Clark Moustakas.,” Phenomenol. Res. methods, vol. 20, 1994.

M. N. Author, “Smart Marketing : How AI and Machine Learning Elevate Customer Experience,” vol. 2, no. 8, pp. 691–704, 2025.

K. Slater, “Theorizing Cultures Of Oversharing On Tiktok,” in Lgbtq Digital Cultures: A Global Perspective, 2022. doi: 10.4324/9781003196457-12.

D. Klug, Y. Qin, M. Evans, and G. Kaufman, “Trick and Please. A Mixed-Method Study on User Assumptions about the TikTok Algorithm,” in ACM International Conference Proceeding Series, 2021. doi: 10.1145/3447535.3462512.

J. H. Situmorang and G. A. Bintang Fajar, “Klasterisasi Penjual Facebook Live di Thailand Menggunakan Metode K-Means,” J. Sains dan Teknol., vol. 3, no. 3, 2023, doi: 10.47233/jsit.v3i2.1102.

R. Simangunsong and W. P. Sari, “CREATIVE PROCESS ANALYSIS IN KLEI & CLAY’S DIGITAL BRANDING ON TIKTOK SOCIAL MEDIA,” Int. J. Appl. Soc. Sci. Humanit., vol. 1, no. 1, 2023, doi: 10.24912/ijassh.v1i1.25779.

I. Yulia, N. Fajrini, and M. A. Muqsith, “Tren Citayam Fashion Week dan Brand Endorsement di Tiktok,” SALAM J. Sos. dan Budaya Syar-i, vol. 10, no. 3, 2023, doi: 10.15408/sjsbs.v10i3.32167.

R. Winata and K. Keni, “IMPLEMENTASI SOCIAL MEDIA MARKETING PADA PEMASARAN PRODUK HASBRO MELALUI PROGRAM MBKM DI PT MITRA ADIPERKASA TBK,” J. Bakti Masy. Indones., vol. 5, no. 3, 2023, doi: 10.24912/jbmi.v5i3.20473.

Y. Khan, “TikTok as a Learning Tool for Archaeology,” 2022. doi: 10.1017/aap.2022.28.