Penguatan Kapasitas Digital Marketing Pelaku UMKM melalui Pelatihan Canva dan TikTok Shop di Kecamatan Pasar Kemis
DOI:
https://doi.org/10.70508/fzm2p602Keywords:
digital marketing , Canva, TikTok Shop, MSMEsAbstract
Digital transformation has shifted micro, small, and medium enterprises (MSMEs) from conventional marketing toward digital-based promotional strategies. However, many MSME owners still experience limitations in developing brand identity, producing attractive promotional content, and utilizing social media as an effective marketing channel. This community engagement program aimed to strengthen the digital marketing capacity of MSMEs through Canva and TikTok Shop training in Pasar Kemis District, Tangerang Regency. The program adopted a Participatory Action Approach consisting of needs assessment, program planning, training implementation, hands-on practice, mentoring, evaluation, and sustainability planning. Training materials included promotional content design using Canva, branding strategies, TikTok algorithms, TikTok Shop optimization, and live commerce practices. The implementation demonstrated high participant engagement, improved understanding of digital marketing concepts, and enhanced participants' ability to create attractive promotional materials. Beyond improving individual competencies, the program also strengthened collaboration between the university and the local MSME community in supporting digital transformation. The findings indicate that practice-based training combined with continuous mentoring is an effective strategy to accelerate digital technology adoption among MSMEs. Sustainable mentoring programs are therefore recommended to maximize business competitiveness and long-term enterprise sustainability.
Downloads
References
Admiral, Chidir, G., Asbari, M., Supriatna, H., & Novitasari, D. (2021). Linking Employee Coaching, Team Commitment and Performance: Evidence from Indonesian MSMEs. International Journal of Social and Management Studies (IJOSMAS), 02(04), 22–34. https://www.ijosmas.org/index.php/ijosmas/article/view/48
Al-Maroof, R., Ayoubi, K., Alhumaid, K., Aburayya, A., Alshurideh, M., Alfaisal, R., & Salloum, S. (2021). The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes. International Journal of Data and Network Science, 5(3), 197–214. https://doi.org/10.5267/j.ijdns.2021.6.013
Ardissa, A. U., Afi, Safitri, S., Rohmalia, Y., & Asbari, M. (2025). Strategi Penguatan Daya Saing UMKM Konveksi Melalui Analisis SWOT dan Digitalisasi Pemasaran: Studi Kasus pada Konveksi D’Stiny Tigaraksa. Niswantara: Jurnal Pengabdian Kepada Masyarakat, 2(01), 10–15. https://doi.org/10.70508/jydft389
Idrus Jamalulel Melinda, J. H. A. K. S. (2025). Analyzing Tiktok’s Content Marketing Strategy for Enhancing Customer Engagement in Indonesian MSMEs. International Journal of Latest Technology in Engineering Management & Applied Science. https://doi.org/10.51583/ijltemas.2025.140500092
Nadeak, M., Widodo, A., Asbari, M., Novitasari, D., & Purwanto, A. (2021). Understanding the Links between Coaching, OCB, and Individual Performance among MSME Employees. International Journal of Social and Management Studies, 01(04), 65–80. https://ijosmas.org/index.php/ijosmas/article/view/52
Novitasari, D., Haque, M. G., Supriatna, H., Asbari, M., & Purwanto, A. (2021). Understanding the Links between Charismatic Leadership, Intrinsic Motivation and Tacit Knowledge Sharing among MSME Employees. International Journal of Social and Management Studies (IJOSMAS), 02(03), 1–13. https://www.ijosmas.org/index.php/ijosmas/article/view/29
Nugroho, Y. A., Chidir, G., Novitasari, D., Sasono, I., Kurniawan, A., Putra, R. P., Adrian, F., Daeli, S. I., Asbari, M., & Purwanto, A. (2023). Sosialisasi Sistem E-commerce pada Pemilik UMKM. Journal of Community Service and Engagement, 3(6), 5–10.
Pebrina, E. T., Sasono, I., Hutagalung, D., Riyanto, R., & Asbari, M. (2021). Adopsi E-Commerce oleh Umkm di Banten: Analisis Pengaruh Theory Of Planned Behavior. Edukatif : Jurnal Ilmu Pendidikan, 3(6), 4426–4438. https://doi.org/10.31004/edukatif.v3i6.1484
Suroso, S., Novitasari, D., Nugroho, Y. A., Chidir, G., & Asbari, M. (2021). Managing MSME Innovation Performance: Analysis of Knowledge-Oriented Leadership and Knowledge Management Capability. Edukatif : Jurnal Ilmu Pendidikan, 3(6), 4541–4555. https://doi.org/10.31004/edukatif.v3i6.1506
Sutardi, D., Johan, M., Asbari, M., & Wiyono, N. (2026). Leading Digital Transformation in MSMEs: A Qualitative Study of Leadership and Innovation in Banten, Indonesia. International Journal of Social and Management Studies, 7(1), 30–40.
Tian, Y. (2025). Beauty Marketing Strategy under New Media —— Taking Tiktok Platform as an Example. Interdisciplinary Humanities and Communication Studies. https://doi.org/10.61173/n4br4r88
Xu, D., Yan, S., Zhang, Y., Zhang, S., Nakamori, Y., & Chen, L. (2022). Knowledge management for extreme public health events COVID-19: based on Tiktok data. Journal of Knowledge Management, 26(9), 2354–2369. https://doi.org/10.1108/JKM-06-2021-0450
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Niswantara: Jurnal Pengabdian Kepada Masyarakat
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
