Shoppertainment-Based Digital Marketing For Local Agro-Industrial Products Through Tiktok Shop: An Applied Case Study Of Kaori Group Bali

Abstract

Digital marketing transformation has become a crucial strategy for local agro-industrial actors to enhance product competitiveness in the era of social media–based e-commerce. One of the main challenges in digital marketing of agro-industrial products lies in their sensory characteristics, such as aroma and taste, which cannot be directly evaluated by consumers through online platforms. This study aims to analyze the implementation of shoppertainment-based digital marketing through the TikTok Shop platform using Kaori Group Bali as a case study. The research employed an applied case study approach with an implementation-oriented design, encompassing an initial identification of digital marketing conditions, revitalization of visual content, optimization of product descriptions, production of short-form promotional videos, and activation of live streaming features. Evaluation was conducted by comparing pre- and post-implementation conditions based on indicators of account visibility, viewer characteristics, content performance, and sales trends. The results show that the intervention transformed an initially inactive account into a more sales-ready digital storefront. Increases in views and followers improved account visibility. The viewerce was predominantly female (65%), mostly aged 18–34, and largely based in Bali. Content performance peaked at over 600 views for human-interest videos. Initial transactions were concentrated in coffee products, which exhibit higher market familiarity. In contrast, products with more niche segmentation and strong sensory attributes require more intensive educational strategies and sustained content consistency. Overall, the findings underscore that integrating visual content, product storytelling, and real-time interaction through live streaming is pivotal to improving the effectiveness of digital marketing for local agro-industrial products.