KEMENTERIAN PENDIDIKAN, KEBUDAYAAN, RISET DAN TEKNOLOGI

UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAKARTA

FAKULTAS EKONOMI DAN BISNIS

SOAL UTS/UCP 4 SEMESTER GENAP 2021/2022

Mata Kuliah : E-Marketing Materi TTM:

Kelas :A
Waktu : 18.30 – 21.00 (WIB) UCP: o 1–3
o 5–7
Hari/Tanggal : Senin/ 20 Juni 2022 1/2/ 3/4 o 9 – 11
Program Studi : S2 Manajemen o 13 – 15
Semester : II
Dosen : Dr. Miguna Astuti, S.Si., MM., MOS., CPM.
Sifat Ujian : Studi Kasus/ Project/ Seminar/Essay*

Perhatian:
1. Informasi Nama/NIM/Mata Kuliah/Kelas/Dosen/Waktu disajikan pada File Berkas
UCP
2. Integritas dalam menyelesaikan UCP menjadi penilaian etika
3. Mahasiswa yang ketahuan menyontek/terindikasi plagiasi akan diberikan nilai 0
4. Komitmen waktu penyelesaian UCP menjadi penilaian kedisiplinan
5. Berkas hasil UCP dikirim pada elearning 4.0 https://leads.upnvj.ac.id/

Instrumen UCP
SOAL STUDI KASUS (Bobot 70%)
Tik Tok is a globally popular video-sharing smartphone application (app) owned by ByteDance
Ltd., a privately held company headquartered in Beijing, China. It is under increasing scrutiny by
the U.S. government as a potential privacy and security risk to U.S. citizens. This is because
ByteDance, like all technology companies doing business in China, is subject to Chinese laws that
require companies operating in the country to turn over user data when asked by the government.

Researchers differ over how TikTok data collection compares with other social media apps and
whether TikTok poses a threat to the privacy and security of its U.S. users. TikTok launched in
the United States in August 2018. The app is available in over 155 countries in 39 languages and
has approximately 800 million monthly active users. In the United States, the app has
approximately 49 million monthly active users. TikTok’s appeal lies heavily on what has been
called its “addictive” video feed, For You.

The app builds this feed through a “recommendation engine” algorithm built on artificial
intelligence technologies and data mining practices. According to the company, the
1
recommendation engine relies on a complex set of weighted factors to recommend content,
including hashtags and videos watched previously, as well as the kind of device a person is using.
TikTok critics cite problems with how much data TikTok collects from and about its users and
with how that data is stored— and could be shared.
There are many pros and cons regarding this particular social media platform, yet it is well known
by marketers that the use of Tik Tok could boost-up your sales significantly. Yet the latest news
on Tik Tok might bring to an end this particular feat as stated by CNN. For more info, please open
the attached link.
- https://edition.cnn.com/2022/06/09/tech/tiktok-time-spent/index.html
- https://sgp.fas.org/crs/misc/R46543.pdf

Based on your knowledge of Tik Tok, as a marketer:

1. How Tik Tok plays role in the scheme of CRM of a product, elaborate to include all its
components
2. Law and ethics on content, marketing and Tik Tok. Explain your stand (point of view) as a
marketer in relation to those points
3. What business practice that Tik Tok applies to? Please explain your answer

Please upload your answer into this link:

https://drive.google.com/drive/folders/15A7iUPeswGnzwqkEFawKU5_6e6qJv89X?usp=sharing

TIDAK BOLEH COPY PASTE DENGAN SESAMA MAHASISWA

Menyontek adalah perbuatan korupsi
-----Selamat Mengerjakan-----

Validasi Soal UCP 4

Telah dibaca dan diperiksa sesuai RPS
Tanggal: 18 Juni 2022

Dosen Koordinator MK Dosen MK

(Dr. Prasetyo Hadi, SE., MM., CFMP) (Dr. Miguna Astuti, MM, MOS, CPM)