HUMAN RESOURCE CAPACITY BUILDING TO IMPROVE MSME MARKETING STRATEGIES THROUGH THE OPTIMIZATION OF TIKTOK: A STUDY OF KOPAJAVA MSMES IN MADIUN REGENCY

Abstract

This community service program aimed to strengthen the human resource capacity of Kopajava, an MSME, in developing its marketing strategy through the optimization of TikTok. The business journey of Mr. Romadji illustrates the persistence and adaptability required to build an MSME. After resigning from his position as a factory manager, he established a beverage business. During its development, he collaborated with a culinary business then known as Mie Nelongso; however, the collaboration was terminated unilaterally. He subsequently developed semi-finished powdered beverage products independently and built partnerships with restaurants in the Madiun Residency, Surabaya, and Malang. He also encouraged his child to establish an independent business under the Sididu brand. Although Kopajava has business experience and a partnership network, its marketing still needs to be strengthened to reach a wider audience. In collaboration with BTPN Syariah, students of Universitas PGRI Madiun, and their academic supervisors, the team provided assistance to Kopajava, owned by Mr. Romadji and Mrs. Tatik Sugiarti. The methods included observation, problem identification, TikTok account creation, promotional content training, product promotion at an MSME expo, and evaluation. The results showed that the partner now has a TikTok account for digital promotion and has gained initial experience in creating and managing marketing content. This activity represents an initial step toward expanding market reach and increasing Kopajava's brand awareness. Further assistance is still needed, particularly in consistent content planning, creative idea development, the use of digital marketing features, and account performance evaluation to support sustainable marketing