Pemasaran Online melalui Media TikTok Usaha Kebab Arab Obama di Kelurahan Pagar Dewa
Abstract
iThis research discusses the use of TikTok as an online marketing platform for the culinary business Kebab Arab Obama in Pagar Dewa. The study aims to explore how digital marketing through TikTok can support micro-businesses by leveraging existing community assets. Employing the AssetiBasediCommunity Development (ABCD) method, this study focuses on identifying community strengths and digital trends that can enhance the business's outreach. Data were collected through interviews, observation, and digital content analysis. The findings show that TikTok effectively increases brand visibility and sales when content is tailored to local culture and consumer behavior. The ABCD approach proves effective in mobilizing community involvement to support local entrepreneurship through digital means.
Downloads
References
2. Gunawan, 0A. (2023). Digitalisasi UMKM: Tantangan dan Peluang di Era Teknologi. Jakarta: Penerbit Nusantara.
3. Kemp, 0S. (2024).iDigital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
4. Kristanto, B. (2022). TikTok for Business: Strategi Marketing Era Gen Z. Jurnal Media dan Komunikasi, 5(2), 34–48.
5. Kretzmann,iiJ. P., i& McKnight, J. iL. i (1993). Building Communities from the Inside Out: A Path Toward FindingiandiMobilizingiaiCommunity'siAssets. ACTA Publications. i
6. Mathie, iA., i& Cunningham, G. i (2003). From clients toicitizens: Asset-based Community Development as aistrategyifor community-drivenidevelopment. iDevelopment iniPractice, i13(5), 474–486.
7. Miles, iM. B., &iHuberman, A. M. (1994). iQualitativeiData Analysis: AniExpanded Sourcebook (2nd ed.). Thousand Oaks, iCA: Sage Publications.
8. Pradana, M., & Handayani, D. (2022). Strategi Digital Marketing bagi UMKM di Era Ekonomi Digital. iJurnal Ekonomi dan Bisnis, 13(2), 55–66. https://doi.org/10.1234/jeb.v13i2.2022
9. Rahmadani, S., & Nugroho, D. (2021). Peningkatan Literasi Digital Pelaku UMKM melalui Media Sosial TikTok. Jurnal Pengabdian kepada Masyarakat, 6(1), 123–130. https://doi.org/10.24036/jpm.v6i1.2021
10. Sari, M. N., & Lestari, W. D. (2021). Pemanfaatan Media Sosial dalam Pemasaran Usaha Mikro. Jurnal Ilmu Komunikasi dan Sosial, 9(1), 45–55.
11. Statista.0(2023).0Distribution ofiTikTok usersiworldwideiasiofiJanuary 2023, byiageiandigender. https://www.statista.com/statistics/1095186/tiktok-us-users-age/
12. TikTok Business.0(2023). How to Build a Strong Brand on TikTok. Diakses dari: https://www.tiktok.com/business
13. TikTok. (2024). How to create a TikTok account.iTikTok Help Center. https://support.tiktok.com/en/account-and-privacy/account-settings/creating-an-account
14. Yusri, A. (2023). Pemanfaatan Smartphone dalam Pembuatan Konten Digital oleh UMKM Kuliner. Jurnal Teknologi Informasi dan Komunikasi, 4(3), 45–51. https://doi.org/10.25077/jtik.4.3.2023
15. Yusuf, M. (2020). Peran Media Sosial dalam Pengembangan UMKM. Jurnal Ekonomi Kreatif dan Kewirausahaan, 2(3), 77–85.
Copyright (c) 2025 Neri Susanti, Yun Fitriano, Yeni Herlina, Rendy Lesmana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the Jurnal Gotong Royong agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Jurnal Gotong Royong
is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
