STRATEGI PROMOSI KAMPUNG JAMBU AGREFI MELALUI MEDIA SOSIAL (TIKTOK) BERBASIS PENDAMPINGAN MAHASISWA KKN TEMATIK UINFAS BENGKULU

Authors

  • Ahmad Andani Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Fina Sartika Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Natasya sherly agatha Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Hafifah Putri Osellya Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Fatmawati Sukarno Bengkulu
  • Desi Isnaini Fakultas Ekonomi Dan Bisnis Islam Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.24252/iqtishaduna.v7i4.68892

Abstract

ABSTRAK

Perkembangan teknologi digital mendorong UMKM memanfaatkan media sosial sebagai sarana promosi yang efektif. Kampung Jambu Agrefi sebagai UMKM berbasis agrowisata menggunakan TikTok dengan pendampingan mahasiswa KKN. Penelitian ini bertujuan menganalisis strategi promosi melalui TikTok serta efektivitasnya dalam meningkatkan daya tarik masyarakat. Metode yang digunakan adalah kualitatif deskriptif dengan pendekatan penelitian lapangan. Data diperoleh melalui observasi, wawancara, dan dokumentasi konten serta interaksi pengguna di media sosial. Hasil penelitian menunjukkan bahwa strategi promosi melalui TikTok efektif meningkatkan visibilitas usaha. Strategi meliputi pembuatan video kreatif, penggunaan tren, konsistensi unggahan, serta interaksi dengan audiens. Mahasiswa KKN berperan dalam pembuatan konten dan pengelolaan media sosial. Namun, masih terdapat kendala seperti keterbatasan waktu, fasilitas, dan perencanaan konten. Secara keseluruhan, strategi ini mampu meningkatkan pengenalan usaha serta berpotensi meningkatkan jumlah pengunjung dan penjualan.

Kata Kunci: Strategi Promosi, Media Sosial, TikTok, Kampung Jambu Agrefi

 

ABSTRACT

The development of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as an effective promotional tool. Kampung Jambu Agrefi, an agro-tourism-based MSME, uses TikTok with the assistance of KKN students. This study aims to analyze the promotional strategy through TikTok and its effectiveness in increasing public interest. This research employs a descriptive qualitative method with a field research approach. Data were collected through observation, interviews, and documentation of content and user interactions on social media. The results show that TikTok-based promotion is effective in increasing business visibility. The strategies include creating creative videos, using trending elements, maintaining consistent posting, and actively engaging with the audience. KKN students play a role in content creation and social media management. However, there are still challenges such as limited time, inadequate facilities, and lack of structured content planning. Overall, this strategy is able to enhance business recognition and has the potential to increase the number of visitors and sales.

Keywords: Promotional Strategy, Social Media, TikTok, Kampung Jambu Agrefi

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Published

2026-06-07

Issue

Vol. 7 No. 4 (2026): Juli

Section

Volume 7 Nomor 4 Juli 2026

License

Copyright (c) 2026 Ahmad Andani, Fina Sartika, Natasya sherly agatha, Hafifah Putri Osellya, Desi Isnaini

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