The Role of Mang Ucup’s Personal Branding as a Promotional Strategy for the “Niagara Fruit” SME on the TikTok Platform
DOI:
https://doi.org/10.70904/Keywords:
digital transformation, personal branding, promotional strategy, MSMEs, TikTok, consumer loyaltyAbstract
Digital transformation has driven a paradigm shift in marketing strategies, especially for Micro, Small, and Medium Enterprises (MSMEs). TikTok, as one of the most dynamic social media platforms, enables interactive and emotional message delivery that is well-suited for reaching younger consumers, particularly Generation Z. This study analyzes the personal branding strategy of Mang Ucup, the owner of the “Niagara Fruit” juice SME, focusing on video content and comment interactions. Mang Ucup presents himself as authentic, humorous, and relatable, successfully building a strong emotional connection with audiences. Data were collected through content observation during a specific period and an analysis of comment responses, revealing that this unconventional approach increased brand recognition and consumer loyalty. The findings support the importance of authenticity, consistency, and emotional storytelling in shaping brand identity in the digital era.
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Copyright (c) 2025 Filan Akbar Lazuardi, Septiyani Allifah, Nabila Wahyuni, Ines Nur Irawan, Rendika Vhalery (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
