Systematic Literatur Review The Influence of Tiktok and Shopee Social Media Platforms on the Success of Online Business Ventures

Abstract

Social media is a digital platform that allows users to communicate, share information, and interact in real-time through text, images, video, and audio. These platforms have revolutionized the way people interact and consume information, making them a key tool in modern marketing. This research aims to analyze the influence of the social media platforms TikTok and Shopee on online business success through the Systematic Literature Review (SLR) method. In the digital era, social media has become a major marketing tool that allows businesses to increase visibility, interaction with customers and consumer loyalty. This research highlights the importance of competition and the use of special features on TikTok and Shopee in supporting online business growth. The SLR research method is carried out in three stages: planning, implementation, and reporting. Data was obtained from reputable journals in the 2019–2024 time period, using keywords related to social media and online business. The research results show that this platform plays an important role in consumer engagement, content marketing, increasing visibility, as well as the use of social media analytics. These factors contribute significantly to the success of an online business. It is hoped that these findings can provide practical insights for business people to optimize digital marketing strategies and increase competitiveness in the market.