Research Article
Effectiveness of TikTok as an Entrepreneurship Learning Media in Improving Digital Marketing Competence for Students of Santo Bonaventura Pastoral Collage, Archdiocese of Medan
@INPROCEEDINGS{10.4108/eai.6-11-2024.2356591, author={Mariani Meri Lumban Gaul}, title={Effectiveness of TikTok as an Entrepreneurship Learning Media in Improving Digital Marketing Competence for Students of Santo Bonaventura Pastoral Collage, Archdiocese of Medan}, proceedings={Proceedings of the 6th International Seminar of Language, Art and Literature Education, ISLALE 2024, 6 November 2024, Medan, Sumatera Utara, Indonesia}, publisher={EAI}, proceedings_a={ISLALE}, year={2025}, month={12}, keywords={digital marketing tiktok entrepreneurship learning creative contens student engagement}, doi={10.4108/eai.6-11-2024.2356591} }- Mariani Meri Lumban Gaul
Year: 2025
Effectiveness of TikTok as an Entrepreneurship Learning Media in Improving Digital Marketing Competence for Students of Santo Bonaventura Pastoral Collage, Archdiocese of Medan
ISLALE
EAI
DOI: 10.4108/eai.6-11-2024.2356591
Abstract
This study aims to assess the effectiveness of TikTok as a medium for learning entrepreneurship, specifically in improving digital marketing competency among students at the Pastoral College (STP) St. Bonaventura KAM. The study focuses on how TikTok is used to promote products created by students, such as rosaries, flower pots, and clothing, and its impact on understanding digital marketing. Using a quantitative approach and survey design, data were collected through questionnaires distributed to 100 students who had used TikTok for at least six months. The results revealed that 80% of students reported a significant increase in their understanding of digital marketing after using TikTok. Additionally, 60% found creative content particularly helpful in grasping marketing concepts, and 45% indicated that TikTok increased their engagement and motivation to learn. The study concluded that TikTok is an effective educational tool for teaching digital marketing, offering a more engaging and interactive approach compared to traditional methods.
