Social Commerce sebagai Model Technopreneurship Modern: Transformasi Perdagangan UMKM melalui TikTok Shop dan Live Streaming

Authors

  • Egie Ziendra Ziantoro Widyatama University
  • Arya Maulana Pawira
  • Yani Iriani Universitas Widyatama

DOI:

https://doi.org/10.24269/asset.v9i1.13899

Keywords:

Social Commerce, Technopreneurship, UMKM, Tiktok Shop, Live Streaming

Abstract

Penelitian ini bertujuan untuk menganalisis social commerce sebagai model technopreneurship modern dalam transformasi perdagangan Usaha Mikro, Kecil, dan Menengah (UMKM) melalui TikTok Shop, live streaming, serta platform social commerce pembanding. Pendekatan yang digunakan adalah kualitatif deskriptif dengan metode Systematic Literature Review (SLR) yang mengkaji literatur terkait social commerce, digital entrepreneurship, platform-based business model, dan regulasi digital di Indonesia. Hasil penelitian menunjukkan bahwa social commerce merupakan evolusi dari e-commerce yang mengintegrasikan interaksi sosial, algoritma berbasis kecerdasan buatan, dan sistem transaksi dalam ekosistem platform. Perbandingan platform menunjukkan bahwa TikTok Shop/ShopTokopedia unggul pada distribusi konten berbasis algoritma dan ekosistem creator-affiliate, Shopee Live kuat pada infrastruktur marketplace dan promosi transaksi, sedangkan Instagram/WhatsApp Business lebih dominan pada komunitas, branding, dan conversational commerce. Dari perspektif regulasi, PP No. 80 Tahun 2019, Permendag No. 31 Tahun 2023, UU PDP No. 27 Tahun 2022, dan UU ITE No. 1 Tahun 2024 menjadi kerangka penting dalam tata kelola social commerce. Oleh karena itu, UMKM memerlukan strategi adaptif berbasis dynamic capability untuk menjaga keberlanjutan bisnis digital.

 

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Published

2026-09-08

How to Cite

Egie Ziendra Ziantoro, Arya Maulana Pawira, & Iriani, Y. (2026). Social Commerce sebagai Model Technopreneurship Modern: Transformasi Perdagangan UMKM melalui TikTok Shop dan Live Streaming. ASSET: Jurnal Manajemen Dan Bisnis, 9(1), 20–29. https://doi.org/10.24269/asset.v9i1.13899

Issue

Vol. 9 No. 1 (2026): Juni

Section

Articles

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Copyright (c) 2026 Egie Ziendra Ziantoro, Arya Maulana Pawira

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