Optimizing Tiktok Social Media as a Means ofSocial Media Entrepreneurship(Descriptive Study on Makeup Artist Aldira @Makeupbyaldira)

Abstract

This research analyzes Social Media Entrepreneurship on the TikTok account of Aldira Sita, who is a young
makeup artist (MUA) who is famous on TikTok with the account name @makeupbyaldira. Aldira has 46.1 K
followers and 1.6 M likes. This research also wants to understand Social Media Entrepreneurship from the
perspective of Social Construction of Technology. Before the existence of TikTok social media, it was difficult
for an MUA named Aldira Sita to develop her MUA business due to the lack of dissemination of information,
but after Aldira Sita used TikTok social media, her MUA business was able to develop as expected. TikTok
social media made him famous from the content he uploaded. This content is what makes Aldira Sita often
get MUA jobs. The aim of the research is to find out the process of Social Media Entrepreneurship on Aldira
Sita's TikTok account which makes it develop as expected so that she gets a make-up job and find out Social
Media Entrepreneurship on Aldira Sita's TikTok account from the perspective of Social Construction of
Technology. The approach used in this research uses a constructivist paradigm with a case study method.
Data collection in this research used in-depth interview techniques. The informant in this research is Aldira
Sita and the audience uses Aldira's MUA services because they are interested after watching her videos on
TikTok. The relationship between the researcher and reality must be interactive, for this reason the
principle of triangulation is used, namely triangulation of sources, triangulation of data collection
techniques, and time. The research results show that social media entrepreneurship is built through three
infrastructures, including internet access, innovation and brilliant ideas. Tiktok social media can also be
used as a means of business promotion and seeking information, including MUA content. MUA Ardila's social
media entrepreneurship on TikTok social media is seen from the perspective of Social Construction of
Technology, it can be implemented that an individual in certain social circumstances uses TikTok as a means
to share MUA video content. Seeing profitable opportunities on Tiktok, this social group then turned it into
a platform that generates profits through the MUA video content it uploads. Professions that can be
developed from social media entrepreneurship on Tiktok social media are content creator, makeup artist
(MUA), MUA Course, Affiliate, and Live Tiktok.