Strategi Pemasaran Digital Branding untuk UMKM Berbasis TikTok
Abstract
Strategi pemasaran digital telah menjadi salah satu pendekatan utama untuk meningkatkan daya saing UMKM di era globalisasi. TikTok, sebagai platform media sosial yang sedang naik daun, menawarkan peluang besar bagi UMKM untuk memanfaatkan fitur kreatifnya dalam membangun branding digital. Artikel ini bertujuan untuk mengeksplorasi implementasi strategi pemasaran digital berbasis TikTok dalam pengabdian masyarakat untuk meningkatkan branding UMKM. Metode penelitian yang digunakan adalah deskriptif kualitatif melalui pendekatan partisipatif, melibatkan 15 UMKM di wilayah Jawa Barat. Hasil penelitian menunjukkan bahwa TikTok dapat meningkatkan kesadaran merek hingga 60% melalui konten kreatif, kolaborasi dengan influencer, dan optimalisasi algoritma platform. Pembahasan lebih lanjut menggarisbawahi tantangan teknis dan strategi yang relevan untuk memaksimalkan manfaat TikTok bagi UMKM. Kesimpulan menekankan pentingnya edukasi dan pendampingan yang berkelanjutan untuk meningkatkan keberlanjutan usaha

Copyright (c) 2024 Euis Bandawaty, Gunardi, Dewi Kartika, Gama Ramdani Rakasiwi, Sunaryo, Sari Mujiani (Author)

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