Optimalisasi pemasaran digital hasil laut melalui pemanfaatan TikTok bagi nelayan tradisional - Lestari, Dewi; Bahri, M. Irvanni; Siswanto, Heri; Nasution, Nadia Widari; Rifdah, Adelya; Raynold, Raynold; Adi, Roni; Akbar, Radheksa Bintang (Universitas Muhammadiyah Mataram, 2026)
AbstrakKegiatan pengabdian ini bertujuan meningkatkan kemampuan anggota Kesatuan Nelayan Tradisional Indonesia (KNTI) Kecamatan Sekupang, Kota Batam, dalam memasarkan hasil laut melalui platform digital, khususnya TikTok. Metode kegiatan meliputi workshop pemasaran digital, pelatihan teknis pembuatan akun dan konten, serta pendampingan praktik live selling. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap pemasaran digital, kemampuan membuat konten promosi, serta kepercayaan diri dalam melakukan penjualan langsung kepada konsumen. Faktor pendukung keberhasilan meliputi antusiasme peserta, dukungan pengurus KNTI, kesesuaian materi, serta praktik langsung dengan pendampingan intensif, sedangkan faktor penghambat meliputi perbedaan literasi digital, keterbatasan perangkat, dan kualitas jaringan internet. Kegiatan ini memberikan dasar bagi pengembangan pemasaran digital secara berkelanjutan dan peningkatan nilai tambah hasil laut bagi nelayan tradisional. Kata Kunci: nelayan tradisional; tiktok; pemasaran digital; live selling; hasil laut. AbstractThis community service activity aims to improve the skills of members of the Indonesian Traditional Fishermen's Union (KNTI) in Sekupang District, Batam City, in marketing seafood through digital platforms, specifically TikTok. The activity included a digital marketing workshop, technical training on account and content creation, and live selling practice mentoring. The results demonstrated an increase in participants' understanding of digital marketing, their ability to create promotional content, and their confidence in selling directly to consumers. Supporting factors for success included participant enthusiasm, support from KNTI administrators, appropriate materials, and hands-on practice with intensive mentoring. While inhibiting factors included differences in digital literacy, limited devices, and internet connection quality. This activity provides a foundation for the sustainable development of digital marketing and increases the added value of seafood for traditional fishermen. Keywords: traditional fishermen; tiktok; digital marketing; live selling; seafood.