Pemberdayaan UMKM di Kecamatan Besuk melalui Pengembangan Konten TikTok Berbasis Sentiment-Driven untuk Peningkatan Branding, Engagement, dan Konsistensi Pemasaran

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development, yet many culinary MSMEs still rely on conventional marketing. This Community Partnership Program (Program Kemitraan Masyarakat/PKM) was carried out with three culinary MSME partners in Besuk Subdistrict, Probolinggo Regency, to strengthen partners' capacity in digital marketing. At the outset, the partners had no TikTok account, limited understanding of TikTok as a promotional platform, had not developed structured promotional content, and had never used artificial intelligence (AI) tools to support marketing. The program was carried out through socialization, training, hands-on practice, and mentoring, covering TikTok account creation, promotional content production, and the use of AI applications—ChatGPT, Canva AI, and CapCut AI—to generate content ideas, captions, visual designs, and edited videos responsive to audience preferences and engagement. Partners were also given a simple AI usage guide, sample prompts, and content templates to support independent marketing after the program ended. As a result, all three partners established active TikTok accounts and produced and published promotional content. A pre-test and post-test administered to 21 participants showed that the good-to-fair category increased from 24% before training to 71% afterward, while the poor category decreased from 76% to 29%. These findings indicate that structured, AI-assisted, audience-responsive TikTok content development can improve MSME actors’ digital marketing literacy, strengthen product branding, and support more consistent, engagement-oriented promotion.