The Influence of Netflix's Dubbing Social Media Promotion on Consumer Subscription Decisions in Indonesia
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This study examines the impact of TikTok Live deactivation on Indonesia's social commerce ecosystem and MSME digital marketing strategies following the implementation of Permendag 31/2023. Using a systematic literature review methodology, this research analyzes the regulatory disruption that affected 6 million sellers and 7 million affiliate creators. The findings reveal that the sudden deactivation caused severe economic shock, with some MSMEs experiencing over 50% sales decline, exposing critical vulnerabilities from single-platform dependency. However, MSMEs demonstrated remarkable resilience by rapidly adapting through strategic pivots to alternative platforms like Shopee Live, implementing hybrid marketing strategies using TikTok for awareness generation while completing transactions elsewhere, and developing diversified multi-channel approaches. The regulatory intervention fundamentally restructured the social commerce landscape, ultimately catalyzing the TikTok-Tokopedia strategic partnership worth $1.5 billion, creating a compliant social commerce model. This study contributes to understanding platform dependency risks and adaptive strategies in digital economies, highlighting how regulatory shocks can simultaneously threaten and strengthen MSME resilience in emerging digital markets.
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