Strategi Komunikasi Pemasaran UMKM Rempeyek melalui Media Sosial TikTok untuk Meningkatkan Brand Awareness

Zakia Rohalia; Wardhatus Sa'adah; Muhammad Rafli  Ardiansyah; Vike Nurjanah; Reza Hilmy Luayyin

doi:10.38043/parta.v6i2.7088

Authors

Zakia Rohalia Institut Ahmad Dahlan Probolinggo
Wardhatus Sa'adah Institut Ahmad Dahlan Probolinggo
Muhammad Rafli Ardiansyah Institut Ahmad Dahlan Probolinggo
Vike Nurjanah Institut Ahmad Dahlan Probolinggo
Reza Hilmy Luayyin Institut Ahmad Dahlan Probolinggo

DOI:

https://doi.org/10.38043/parta.v6i2.7088

Keywords:

TikTok, UMKM, Brand Awareness

Abstract

Social media has become an important tool in marketing communication for SMEs. TikTok, with its short video format, offers great potential to increase product brand awareness. This activity aims to optimize the marketing communication strategy of rempeyek SMEs through TikTok to expand their market reach. This public service used a Participatory Action Research (PAR) approach involving SMEs in training, mentoring, and evaluation. Data were collected through observation, interviews, and documentation, and analyzed descriptively. The results show improved digital skills, better use of TikTok features, and stronger consumer interaction. The strategy effectively enhances brand awareness while promoting rempeyek’s cultural value as a traditional Indonesian snack. Continuous digital training and cross-sector collaboration are recommended to sustain innovation and marketing competitiveness in the digital era.

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