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All Journal Jurnal Pengabdian Masyarakat Kesosi
Wira Herdika Firliansyah P.H.
Universitas Islam Negeri Sumatera Utara
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Neuroscience Nursing Public Health

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Pemanfaatan Media Sosial Tiktok Sebagai Strategi Peningkatan Pemasaran UMKM Di Bukit Lawang Siti Khadijah; Wira Herdika Firliansyah P.H.; Abdul Hafiz; Royhan Zaki Ramadhana; Heru Syahputra
Jurnal Pengabdian Masyarakat Kesosi Vol. 9 No. 1 (2026): Januari: Jurnal Abdimas KESOSI
Publisher : Sekolah Tinggi Ilmu Kesehatan Kesetiakawanan Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57213/abdimas.v9i1.429

Abstract

This community service activity was motivated by the low utilization of TikTok as a marketing platform among handicraft-based MSMEs in Bukit Lawang, despite the strong visual potential of their products for digital promotion. The purpose of this activity was to provide education and basic training to MSME actors on using TikTok as a marketing tool, as well as to analyze how the platform can help expand the promotional reach of local products. The study employed a descriptive qualitative approach through interviews and observations conducted on August 22–24, 2025, followed by TikTok training held on August 25, 2025. Informants were selected using purposive sampling, consisting of MSME actors who had never used TikTok for promotional purposes. The results show that the MSMEs previously relied solely on traditional promotional methods and faced limitations in digital literacy, which hindered their ability to utilize TikTok effectively. The training successfully improved participants’ understanding, technical skills, and confidence in creating simple video content to promote their products. The findings conclude that direct assistance and hands-on training are highly effective in enhancing the readiness of rural MSMEs to adopt digital marketing. The study suggests that continuous mentoring and evaluation are necessary to assess the long-term impact of TikTok utilization on improving marketing reach and sales performance.
Co-Authors Abdul Hafiz Heru Syahputra Royhan Zaki Ramadhana Siti Khadijah