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All Journal JUMEBIN : Journal of Management, Economics, Business, and Investment RESPINARIA: Jurnal Pengabdian Kepada Masyarakat
Humairoh, Jihan
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Personal Branding Strategy through TikTok in Increasing Interest in Purchasing MSME Products in Medan City Humairoh, Jihan; Tantia, Myrna Dwi; Regen
JUMEBIN : Journal of Management, Economics, Business, and Investment Vol. 1 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Abstract

The development of social media has driven the transformation of MSME marketing strategies, including the use of TikTok as an interactive, content-based digital promotion platform. This study aims to analyze the role of personal branding strategies through TikTok in increasing interest in purchasing MSME products in Medan City. The approach used is participatory assistance with stages of needs identification, training and content creation practice, implementation of personal branding strategies, and evaluation of the impact on consumer response. The research subjects are SME actors who actively use TikTok as a promotional medium. The results of the study show that the consistent, authentic, and communicative application of personal branding can increase audience engagement, strengthen the credibility of business actors, and encourage an increase in consumer purchasing interest. The change in communication patterns from one-way promotion to two-way interaction through the comment and live streaming features has proven to strengthen the emotional closeness between MSME actors and consumers. In addition, the increase in the digital literacy of participants also supports the optimization of TikTok features in reaching a wider market. This study concludes that personal branding is an effective digital marketing strategy in strengthening the competitiveness of MSMEs in the creative economy era. These findings have practical implications for MSME players to integrate personal identity into digital marketing strategies, as well as enriching social media-based entrepreneurship studies at the local level.
Kolaborasi CSR dalam Mewujudkan Community Friendly Mosque: Integrasi Pemberdayaan Sosial, Lingkungan, dan Spiritual di Masjid Al-Ikhlas Medan Humairoh, Jihan; Tantia, Myrna Dwi; Regen
RESPINARIA : Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 2 (2025): December 2025
Publisher : PT Katersi Minar Permata

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Abstract

Masjid memiliki peran strategis tidak hanya sebagai tempat ibadah, tetapi juga sebagai pusat pemberdayaan sosial dan pembangunan masyarakat. Penelitian pengabdian ini bertujuan untuk mengimplementasikan model community friendly mosque melalui kolaborasi program Corporate Social Responsibility (CSR) di Masjid Al-Ikhlas Komplek IDI Kwala Bekala, Medan. Metode yang digunakan adalah pendekatan kolaboratif dan edukatif-transformasional dengan tahapan perencanaan, koordinasi, pelaksanaan, serta evaluasi partisipatif. Kegiatan utama meliputi penanaman pohon, pembersihan lingkungan masjid, serta pembangunan rumah marbot. Hasil kegiatan menunjukkan adanya peningkatan kesadaran ekologis, penguatan kohesi sosial, peningkatan kualitas lingkungan fisik masjid, serta terbangunnya model kolaborasi antara perguruan tinggi, masyarakat, dan mitra CSR. Program ini membuktikan bahwa integrasi tanggung jawab sosial perusahaan dengan pemberdayaan berbasis masjid mampu menghasilkan dampak berkelanjutan secara sosial, spiritual, dan kelembagaan.
Co-Authors Regen Tantia, Myrna Dwi