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All Journal Jurnal Kreativitas PKM Bima Journal : Business, Management and Accounting Journal
Najwa, Savira
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Nursing Public Health

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Optimizing Tiktok For Enhancing Brand Awareness In MSMEs: A Case Study of Kopi Toko Tua Najwa, Savira; Cahyani, Leni
BIMA Journal (Business, Management, & Accounting Journal) Vol. 6 No. 2 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.2.1239-1246

Abstract

Purpose: This study investigates the strategic use of TikTok to enhance brand awareness at the MSME Kopi Toko Tua, focusing on its role in engaging Gen Z consumers and strengthening brand identity. Methodology: This research adopts a qualitative case study approach using in-depth interviews, field observations, and documentation involving the business owner, marketing team, and selected customers. The collected data were analyzed using Miles and Huberman’s interactive model. Results: The results indicate that storytelling-based content, vintage–modern visual aesthetics, and soft-selling communication strategies effectively increase audience engagement and foster emotional connections with the brand. However, inconsistent posting schedules and limited utilization of TikTok’s interactive features were identified as key challenges limiting optimal performance. Novelty: This study highlights TikTok as a lifestyle-driven branding platform rather than merely a promotional tool for MSMEs. Findings: Audience segmentation, lifestyle-oriented narratives, and responsiveness to trending content are critical in shaping positive consumer perceptions and encouraging offline purchase decisions. Originality: The originality of this study lies in its focus on TikTok-based narrative branding within a local MSME context, which remains underexplored in prior social media marketing studies. Conclusions: Strategic and consistent use of TikTok content can significantly enhance brand awareness and consumer engagement for MSMEs. Type of Paper: Qualitative Case Study.
Pemberdayaan Masyarakat Berbasis Sociopreneur melalui Pemanfaatan Kain Perca sebagai Upaya Peningkatan Kemandirian Ekonomi Hafifah, Ifa; Prawira, Ricky; Pradhini, Yavistha Febriana; Hafiz, Ahmad Samy; Zahra, Fitriatuz; Khafizah, Khafizah; Mar'ie, Majdah Nazif; Yasin, Muhammad; Nurazizah, Nabila; Sandayani, Ranti; Najwa, Savira; Nafisah, Siti
Jurnal Kreativitas Pengabdian Kepada Masyarakat (PKM) Vol 9, No 3 (2026): Volume 9 Nomor 3 (2026)
Publisher : Universitas Malahayati Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33024/jkpm.v9i3.24220

Abstract

ABSTRAK Keterbatasan keterampilan produktif dan akses ekonomi masih menjadi permasalahan utama pada masyarakat marginal perkotaan. Program pengabdian masyarakat ini bertujuan untuk meningkatkan kemandirian ekonomi masyarakat melalui pendekatan sociopreneur berbasis pemanfaatan kain perca. Kegiatan dilaksanakan pada Minggu, 30 November 2025 di Tepi Jalan Najmi Adhani, Kota Banjarbaru, Kalimantan Selatan, dengan melibatkan 12 orang peserta. Metode pelaksanaan meliputi pelatihan soft skill kewirausahaan dan pelatihan hard skill berupa pembuatan kerajinan dari kain perca yang bernilai ekonomis. Hasil kegiatan menunjukkan bahwa 12 peserta (100%) mampu mengikuti pelatihan dengan baik dan berhasil menghasilkan produk kerajinan sederhana dari kain perca. Karakteristik peserta terdiri dari 8 orang perempuan (66,67%) dan 4 orang laki-laki (33,33%). Kegiatan ini meningkatkan pengetahuan, keterampilan, serta motivasi peserta dalam memanfaatkan limbah kain perca sebagai peluang usaha mikro. Program sociopreneur ini berpotensi menjadi model pemberdayaan masyarakat yang berkelanjutan dalam meningkatkan kemandirian ekonomi masyarakat perkotaan. Kata Kunci:  Pemberdayaan Masyarakat, Sociopreneur, Kain Perca, Kemandirian Ekonomi.  ABSTRACT Limited productive skills and economic access remain major problems in marginalized urban communities. This community service program aims to increase the economic independence of the community through a sociopreneur approach based on the utilization of scrap fabric. The activity was held on Sunday, November 30, 2025 at the edge of Najmi Adhani Street, Banjarbaru City, South Kalimantan, involving 12 participants. The implementation method included soft skills training in entrepreneurship and hard skills training in the form of making crafts from scrap fabric that have economic value. The results of the activity showed that 12 participants (100%) were able to follow the training well and successfully produced simple craft products from scrap fabric. The characteristics of the participants consisted of 8 women (66.67%) and 4 men (33.33%). This activity increased the knowledge, skills, and motivation of participants in utilizing scrap fabric waste as a micro-business opportunity. This sociopreneur program has the potential to become a sustainable community empowerment model in increasing the economic independence of urban communities. Keywords: Community Empowerment, Economic Independence, Fabric  Scraps, Patchwork, Sociopreneur.
Co-Authors Hafifah, Ifa Hafiz, Ahmad Samy Khafizah, Khafizah Leni Cahyani Mar'ie, Majdah Nazif Muhammad Yasin Nurazizah, Nabila Pradhini, Yavistha Febriana Ricky Prawira Sandayani, Ranti Siti Nafisah Zahra, Fitriatuz