Strategi Pembelajaran Kewirausahaan dalam Pemasaran Digital bagi UMKM melalui Platform TikTok dan Shopee
Pengabdian
DOI:
https://doi.org/10.31004/jerkin.v4i1.2859Keywords:
pemasaran digital, TikTok, Shopee, UMKM, pelatihan berbasis praktikAbstract
Pelaku UMKM di Kabupaten Semarang menghadapi tantangan signifikan dalam memanfaatkan platform digital untuk pemasaran, khususnya TikTok dan Shopee, yang berpotensi besar dalam meningkatkan jangkauan pasar dan penjualan. Program pengabdian ini bertujuan untuk meningkatkan keterampilan pemasaran digital pelaku UMKM melalui pelatihan berbasis praktik, pendampingan intensif, dan optimalisasi penggunaan kedua platform tersebut. Metode pelaksanaan mencakup identifikasi kebutuhan, pelatihan dan workshop, pendampingan implementasi, serta monitoring dan evaluasi. Hasil menunjukkan adanya peningkatan signifikan pada indikator kinerja: jumlah pengikut TikTok meningkat rata-rata 50%, engagement rate naik 25%, kunjungan toko Shopee bertambah ±45%, dan penjualan meningkat rata-rata 18% dalam dua bulan pasca-program. Keberhasilan ini didukung oleh motivasi peserta, metode pelatihan aplikatif, pendampingan berkelanjutan, dan ketersediaan infrastruktur digital, meskipun dihadapkan pada kendala keterbatasan waktu produksi konten, variasi literasi digital, keterbatasan anggaran iklan, dan minimnya pemanfaatan analitik pemasaran. Program ini membuktikan bahwa pendekatan pelatihan dan pendampingan terintegrasi mampu meningkatkan kompetensi digital dan kinerja pemasaran UMKM, sehingga layak direplikasi di wilayah lain dengan kondisi serupa.
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