DIGITAL MARKETING MENTORING FOR THE MSME ELJOGJAWI_BATIKSANTRI VIA THE TIKTOK PLATFORM

Ahmad Hudaifah (Universitas Sarjanawiyata Tamansiswa)
Agustinus Tri Wicaksono (Program Studi Manajemen Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa)
Arnoldus Yansen Kopong Samon (Program Studi Manajemen Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa)
Naima Andleeb (Imperial Collage of Business Studies)

Empowering Humanity
Vol. 3 No. 2 (2025): Current Issues 6

Digital marketing assistance for the MSME "Eljogjawi Batiksantri" in Yogyakarta was conducted to optimize the use of TikTok as a platform for creative content-based marketing. The initiative was prompted by low view counts and engagement levels on the @eljogjawiofficialstore TikTok account, which directly impacted brand awareness and sales. The assistance employed in-depth interviews and a "learning-by-doing" approach, grounded in the theoretical frameworks of Uses and Gratifications (U&G), Customer Relationship Management (CRM), and Experiential Learning Theory. The process was guided by Ki Hajar Dewantara’s philosophy of *Ngerti, Ngrasa, Nglakoni* (3N) emphasizing understanding, reflection, and concrete action. Results showed an increase in capacity and a shift in the MSME owner's mindset from a product-centric orientation to one focused on value and customer experience. However, technical limitations on the TikTok Business account specifically restrictions on using trending audio were a primary factor hindering content performance. These findings underscore that the success of an MSME's digital strategy depends not only on content creativity but also on a deep understanding of the technical and algorithmic characteristics of the digital platforms employed.