Social media adsence: optimalisasi iklan bagi peningkatan penjualan pelaku usaha di Kota Tegal
Abstract
Abstrak
Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan literasi pelaku UMKM digital dalam memanfaatkan TikTok Ads sebagai media promosi yang relevan dengan tren saat ini. Mitra UMKM yang terlibat merupakan anggota komunitas Masyarakat Peduli Sesama (MPS) di Kota Tegal. Pelaksanaan kegiatan dilakukan pada 17–18 Mei 2025 di Café Harber, Politeknik Harapan Bersama, dengan total 29 peserta. Metode pelatihan menggunakan pendekatan Problem-Based Learning (PBL) yang dikombinasikan dengan praktikum sederhana. Peserta terlibat aktif dalam mengidentifikasi masalah, memahami materi iklan digital, serta menyusun kampanye iklan melalui simulasi langsung di platform TikTok Ads. Evaluasi dilakukan menggunakan pendekatan berbasis bukti, yakni bukti tangkapan layar (screenshot) dari setiap penyelesaian yang diselesaikan peserta. Hasil kegiatan menunjukkan bahwa 69% peserta mampu menyelesaikan pembuatan iklan hingga tahap kesejahteraan akhir, yang mencerminkan efektivitas model pelatihan yang diterapkan. Pembahasan Merujuk pada teori Kirkpatrick yang menilai pelatihan dari aspek reaksi, pembelajaran, perilaku, dan hasil, menunjukkan ketercapaian dalam seluruh aspek tersebut. Meskipun terdapat kendala teknis seperti keterbatasan perangkat, kegiatan ini dinilai berhasil. Rekomendasi ke depan mencakup pendampingan lanjutan dan penyediaan dukungan teknologi untuk meningkatkan dampak yang berkelanjutan.
Kata kunci: TikTok Ads; pelaku usaha; iklan digital.
Abstract
This Community Service (PKM) activity aims to improve the digital literacy of MSMEs in utilizing TikTok Ads as a promotional medium relevant to current trends. The partner MSMEs involved are members of the Community Care for Others (MPS) community in Tegal City. The activity was implemented on May 17–18, 2025, at Café Harber, Harapan Bersama Polytechnic, with a total of 29 participants. The training method used a Problem-Based Learning (PBL) approach combined with simple practicums. Participants were actively involved in identifying problems, understanding digital advertising materials, and developing advertising campaigns through live simulations on the TikTok Ads platform. Evaluation was carried out using an evidence-based approach, namely screenshot evidence of each stage completed by participants. The results of the activity showed that 69% of participants were able to complete ad creation up to the final preview stage, reflecting the effectiveness of the applied training model. The discussion referred to Kirkpatrick's theory which assesses training from the aspects of reaction, learning, behavior, and results, indicating achievement in all of these aspects. Despite technical obstacles such as limited equipment, this activity was still considered successful. Future recommendations include continued mentoring and providing technological support to increase sustainable impact.
Keywords: TikTok Ads; business actors; digital advertising.
Keywords
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Caffarella, R. S., & Daffron, S. R. (2013). Planning Programs for Adult Learners: A Practical Guide (3rd ed.). Jossey-Bass.
Chatterjee, S., Rana, N. P., Tamilmani, K., Sharma, Y., & Sharma, R. (2021). Influence of social media marketing on consumer engagement: A study on FMCG brands. Information Technology & People, 34(6), 1844–1868.
Creswell, J. W. L., & Poth, C. N. (2013). Qualitative Inquiry Researhc Design: Choosing Among Five Approaches (Third Edit, Vol. 53). Beverly Hills: SAGE Publications, Inc.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2021). Social media marketing and advertising. International Journal of Information Management, 57, 102–121.
Grewal, D, Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing. Journal of Marketing, 84(1), 1–16.
Grewal, Dhruv, Roggeveen, A. L., & Nordfält, J. (2020). The future of retailing. Journal of Retailing, 96(1), 86–95.
Kim, Y., Wang, X., & Malthouse, E. C. (2021). The role of digital transformation in consumer experience. Journal of Interactive Marketing, 54, 1–17.
Kirkpatrick, D. L. (2006). Evaluating training programs: The four levels. In Design. San Fransisco: Berrett-Koehler Publishers. Retrieved from http://books.google.com/books?hl=en& lr=&id=lijXE3M6AaQC&oi=fnd&pg=PR9&dq=Evaluating+Training+Programs:+The+Four+Levels&ots=2IzLnuOQuf&sig=cEebfKUm81DzF5HOKeJlh5MTOZU
Miles, M. B., Huberman, A. M., & Saldaäna, J. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Thousand Oaks, CA: SAGE Publications.
Nugraheni, P., & Nurani, Y. (2020). Pengaruh Model Problem-Based Learning Terhadap Kemampuan Analitis Siswa Dalam Pembelajaran Digital. Jurnal Pendidikan Teknologi Dan Kejuruan, 26(2), 154–162.
Puspa, S., Lubis, W., Muzana, S. R., Meutia, P. D., & Wahyuni, S. (2025). Pelatihan penggunaan model pembelajaran PBL berbasis kearifan lokal huköm adat laôt pada guru SD. SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan, 9, 1141–1149.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumarni, N., & Astuti, R. (2021). Tantangan Literasi Digital pada UMKM dalam Menghadapi Era Ekonomi Digital. Jurnal Ekonomi Dan Bisnis Digital, 3(1), 45–52.
Zhang, W., & Liu, Y. (2022). TikTok and the new era of digital marketing. Journal of Digital Media & Policy, 12(4), 45–67.
DOI: https://doi.org/10.31764/jpmb.v9i5.33539
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