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All Journal Jurnal Pengabdian kepada Masyarakat Journal of Innovation Research and Knowledge
Moh. Hafizni
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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PEMASARAN MELALUI KONTEN DI TIKTOK UNTUK MENDUKUNG PERTUMBUHAN UMKM Selma Salsabila; Isnawijayani, Isnawijayani; Desy Misnawati; Moh. Hafizni
Journal of Innovation Research and Knowledge Vol. 5 No. 5 (2025): Oktober 2025
Publisher : Bajang Institute

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Abstract

The digital era has brought significant changes to marketing strategies, particularly in the culinary sector. The use of social media has become a key factor in introducing products, building brand image, and increasing sales. This study aims to analyze the role of content creators in developing culinary businesses in Palembang through the implementation of viral marketing and personal branding strategies. This research employed a qualitative method with a case study approach. Data were collected through in-depth interviews with business owners and content creators, observation of promotional activities on social media, and documentation of published content. The findings reveal that content creators play an important role in expanding market reach, increasing brand awareness, shaping positive perceptions, and fostering greater audience engagement. The applied viral marketing strategies successfully triggered interactions, built trust, and influenced consumers’ purchasing decisions. Furthermore, social media platforms such as TikTok, Instagram, and YouTube proved effective as promotional tools with wide reach and relatively low cost compared to conventional advertising. These findings indicate that the involvement of content creators can be a driving factor in enhancing the competitiveness of culinary MSMEs, especially for business owners with limited promotional resources. In conclusion, creative, well-planned, and consistent digital strategy management can have a significant positive impact on business growth
PELATIHAN PEMBUATAN KONTEN KREATIF DIGITAL UNTUK UMKM BINAAN UIN RADEN INTAN LAMPUNG Rahma Santhi Zinaida; Moh. Hafizni; Isnawijyani, Isnawijyani; Fitriani, Fitriani; M. Irdiansyah
J-ABDI: Jurnal Pengabdian kepada Masyarakat Vol. 3 No. 12: Mei 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/jabdi.v3i12.7763

Abstract

Digital marketing menjadi salah satu media yang sering digunakan oleh pelaku usaha karena kemampuan baru konsumen dalam mengikuti arus digitalisasi, beberapa perusahaan sedikit demi sedikit mulai meninggalkan model pemasaran konvesional/dan beralih ke pemasaran moderen. Penerapan pengetahuan dan keterampilan keuangan dapat membantu pemilik UMKM dalam pertumbuhan ekonomi untuk memenuhi kewajiban keuangan mereka melalui efektifitas perencanaan keuangan. langkah-langkah yang akan dilakukan adalah sebagai berikut: Pengamatan (Observation), Wawancara (Interview), Bimbingan, Penyuluhan dan Pelatihan (Training). Hasil kegiatan pengabdian ini adalah Untuk UMKM Binaan uIN Raden intan Lampung, penguasaan digital marketing harus ditingkatkan setelah kegiatan pengabdian ini, khususnya bagi para start up bisnis
Co-Authors Desy Misnawati Fitriani Fitriani Isnawijayani Isnawijyani, Isnawijyani M. Irdiansyah Rahma Santhi Zinaida Selma Salsabila