Optimalisasi Pemasaran Digital Melalui TikTok untuk Pemberdayaan Kampung Digital
DOI:
https://doi.org/10.47065/jpm.v5i4.2417Keywords:
Digital Marketing; TikTok; Small and Medium Enterprises (SMEs); Community Empowerment; Social Media InteractionAbstract
This study aims to examine the impact of a community service program focused on optimizing digital marketing through the TikTok platform on Small and Medium Enterprises (SMEs) in the local area. This program was implemented by involving 20 SMEs who have various types of businesses, such as culinary, handicrafts, and service services. Before the implementation, a survey was conducted to assess the level of participants' understanding of digital marketing, which showed an average understanding result in the range of 2.5 on a scale of 1 to 5. After the program, the post-activity survey showed a significant increase in the average understanding of participants to 4.0. In addition, the average interaction in the content published by participants on social media increased from 20-40 interactions per post to 200-300 interactions. Sales growth reported by participants ranged from 20% to 40%, indicating the success of the program in empowering SMEs to use TikTok as an effective marketing tool. However, challenges related to consistency in creating content and adapting to rapidly changing trends on social media remain identified. Therefore, the need for ongoing support and further training is important to ensure long-term success. The results of this study are expected to provide useful insights for the development of similar programs in the future in supporting local economic growth in the digital era.Downloads
References
Alamsyah, I. L., Aulya, N., & Satriya, S. H. (2024). Transformasi media dan dinamika komunikasi dalam era digital: Tantangan dan peluang ilmu komunikasi. Jurnal Ilmiah Research Student, 1(3), 168–181. https://doi.org/10.61722/jirs.v1i3.554
Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Strategi Pemasaran Digital: Inovasi untuk Maksimalkan Penjualan Produk Konsumen di Era Digital. Jurnal Ilmiah Multidisiplin Amsir, 2(1), 155–166. https://doi.org/10.62861/jimat%20amsir.v2i1.405
Annisa, F., Fadli, M. R., Suherman, N., & Prawira, I. F. A. (2024). Analisis pengaruh strategi pemasaran melalui TikTok terhadap minat beli konsumen: Studi literatur. Jurnal Bisnis Mahasiswa, 4(1), 14–24. https://doi.org/10.60036/jbm.v4i1.art2
Budiarti, A. (2025). Strategi Pemasaran Berbasis Media Sosial Dalam Meningkatkan Kepercayaan Konsumen Terhadap Influencer UMKM Batik Ngejreng Di Kota Surabaya. Jurnal Ekonomi Dan Bisnis, 5(1), 161–168. https://doi.org/10.56145/ekobis.v5i1.307
Budiman, S., & Liong, Y. (2023). Pemberdayaan Masyarakat dalam Mengatasi Kemiskinan Melalui Penganekaragaman Konsumsi Pangan Berbasis Sumber Daya Lokal. Khaliya Onomiyea: Jurnal Abdimas Nusantara, 1(2), 60–73. https://doi.org/10.61471/ko-jan.v1i2.20
Chen, H., Ma, D., & Sharma, B. (2024). Short video marketing strategy: evidence from successful entrepreneurs on TikTok. Journal of Research in Marketing and Entrepreneurship, 26(2), 257–278. https://doi.org/10.1108/JRME-11-2022-0134
DeMasters, C., Morgan, K., Schwoerer, K., & Wiley, K. (2024). Forging connections: nonprofits, tiktok, and authentic engagement–a mixed-methods study. Journal of Public and Nonprofit Affairs, 10(1). https://doi.org/10.20899/jpna.dky82f18
Erlina, E., & Aribowo, H. (2023). Peranan Media Sosial terhadap Kenaikan Nilai Omset Penjualan di" Tiktok" pada Pedagang dengan Cara Live Shopping. Jurnal Mirai Management, 8(2), 219–239. https://doi.org/10.37531/mirai.v8i2.5425
Febriyanti, Y., Suryasuciramadhan, A., Zulfikar, M., Nurhasanah, S., & Amalia, D. U. (2024). Penggunaan Media Sosial Tiktok Produk The Originote Sebagai Komunikasi Pemasaran Online. Professional: Jurnal Komunikasi Dan Administrasi Publik, 11(1), 341–350. https://doi.org/10.37676/professional.v11i1.6133
Huda, M. (2022). Pengaruh Content Marketing Of Tiktok Dan E-Wom Terhadap Brand Awareness Dan Minat Beli Produk Umkm Sektor Kuliner Di Kabupaten Pasuruan. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 6(2), 261–275.
Lesmana, I. L. (2025). PENINGKATAN PENDAPATAN MASYARAKAT DESA SIDANGBARANG KABUPATEN KUNINGAN MELALUI PEMANFAATAN TIKTOK AFFILIATE. PeTIMAS: Jurnal Pengabdian Masyarakat, 1(01), 63–69.
Maria, V., & Janah, R. (2024). Analisis Peran Tiktok Shop dalam Mendorong Ekonomi UMKM di Indonesia. SAMMAJIVA: Jurnal Penelitian Bisnis Dan Manajemen, 2(2), 138–146. https://doi.org/10.47861/sammajiva.v2i2.992
Ningrum, Z. S., Maulia, D., Rush, M. M. N., Azalia, N. K., Utama, R. P., Aminda, R. S., & Ariani, M. B. N. (2024). Eksternalitas Penutupan Tiktok Shop Terhadap Pendapatan UMKM. Diversity: Jurnal Ilmiah Pascasarjana, 4(1), 76–87. https://doi.org/10.32832/djip-uika.v4i1.16326
Nizar, M., Iltiham, M. F., & Rakhmawati, A. (2023). Meningkatkan Kemampuan Digital Masyarakat Lokal Melalui Pendampingan Dan Pengembangan Transformasi Bisnis Digital. Abdimas Unwahas, 8(2).
Novitasari, N., Listiawati, R., Redyanita, H., Abrianto, H., Marbun, J., & Mahatmyo, A. (2022). Peningkatan Kapasitas Usaha melalui Pelatihan Pemasaran Online Produk UMKM Kecamatan Cibinong dengan Aplikasi Tiktok. Jurnal Pemberdayaan Komunitas MH Thamrin, 4(2), 144–149. https://doi.org/10.37012/jpkmht.v4i2.1176
Perangin-Angin, H. N. B., Zahirah, N., Faza, H. K., Sabani, M. R., & Maesaroh, S. S. (2024). Analisis Pengaruh Strategi Konten dan Target Pasar terhadap Tingkat Penjualan untuk Ekspansi Bisnis di Tiktok. Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur (JEBDEKER), 4(2), 399–411. https://doi.org/10.56456/jebdeker.v4i2.263
Sapa, F. Y., Tumbel, A. L., & Lumanauw, B. (2023). Pengaruh Live Streaming, Price Discount Dan Free Shipping Terhadap Impulse Buying: Study Empiric Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Yang Menggunakan Tiktok Shop. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 787–798. https://doi.org/10.35794/emba.v11i4.51910
Sharma, S. (2024). Marketing in the digital Age-Adapting to changing consumer behavior. International Journal of Management and Business Intelligence, 2(1), 1–14. https://doi.org/10.59890/ijmbi.v2i1.1330
Sifwah, M. A., Nikhal, Z. Z., Dewi, A. P., Nurcahyani, N., & Latifah, R. N. (2024). Penerapan digital marketing sebagai strategi pemasaran untuk meningkatkan daya saing UMKM. Journal of Management Accounting, Tax and Production, 2(1), 109–118.
Sugiyanti, L., Rabbil, M. Z., Oktavia, K. C., & Silvia, M. (2022). Strategi Pemasaran Digital Untuk Meningkatkan Penjualan UMKM. Masarin, 1(2), 100–110. https://doi.org/10.56881/masarin.v1i2.197
Vidiati, C. (2024). Strategi Pemasaran UMKM di Era Digital: Studi Kasus Gamis Hijab Terbaru Riskirich Menggunakan Aplikasi TikTok Shop. Journal of Comprehensive Science (JCS), 3(10). https://doi.org/10.59188/jcs.v3i10.2380
Wulandari, S., Zahiroh, M., Maknunah, L., & Halizah, S. N. (2025). Peran Konten TikTok dalam Mengembangkan Branding sebagai Media Bisnis Digital yang Berprofitabilitas. Journal of Science and Education Research, 4(1), 71–78. https://doi.org/10.62759/jser.v4i1.175
Yusnita, N., Hendana, D., Sulistiyo, A., & Permana, H. (2024). Pengembangan platform e-commerce dan konten media sosial untuk memperluas jangkauan pemasaran UMKM keripik pisang (Tiens Banana Chips) di Kabupaten Subang. Jurnal Pengabdian Tangerang Selatan [JURANTAS], 2(3), 200–210. https://doi.org/10.58174/jrt.v2i3.170
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Optimalisasi Pemasaran Digital Melalui TikTok untuk Pemberdayaan Kampung Digital
ARTICLE HISTORY
Issue
Section
Copyright (c) 2025 Joli Afriany, Suginam, Nurul Ajima Ritonga, Mesran Mesran
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
