Enhancing MSME Human Resource Creativity Through TikTok Training in Gunung Bunder 1 Village

Abstract

The development of the digital disruption era requires human capital in rural micro, small, and medium enterprises to be adaptive in evolving marketing strategies. This community service program aims to bridge the digital divide by enhancing the digital literacy and creativity of business actors in Gunung Bunder I Village, Pamijahan District, Bogor Regency, utilizing the TikTok platform as an organic promotional medium. The strategic partnership was carried out with the Merah Putih Village Cooperative, involving thirty participants from various business clusters. The implementation method integrates a participatory action research approach and adult learning principles through an integrated workshop scheme and direct interpersonal clinical mentoring. Interventions focused on mastering the three pillars of short-form content competence: mobile visualization techniques, trending audio synchronization, and persuasive copywriting formulations based on an understanding of the recommendation algorithm architecture. Descriptive quantitative analysis results showed a significant transformative impact; the program successfully reduced participants' psychological barriers, boosted operational understanding of social commerce features, and produced real outputs in the form of competitive self-made promotional videos. This downstreaming of management science has proven effective in injecting human resource creativity for the acceleration of rural economic independence in the digital era.