Pendampingan Transformasi Digital UMKM Melalui Strategi SoLoMo Marketing di TikTok: PKM pada Moza Laundry Bandar Lampung

Lis Andriani HR; Tiara Prisca Sabilla; M Ramadhani Sanjaya; Anggia Ayu Handini; Intan Berliana; M. Akbar Fikardo; Miftahhudin Miftahhudin; Pandu Firmansyah

doi:10.30640/cakrawala.v4i3.4991

Authors

Lis Andriani HR Universitas Lampung
Tiara Prisca Sabilla Universitas Lampung
M Ramadhani Sanjaya Universitas Lampung
Anggia Ayu Handini Universitas Lampung
Intan Berliana Universitas Lampung
M. Akbar Fikardo Universitas Lampung
Miftahhudin Miftahhudin Universitas Lampung
Pandu Firmansyah Universitas Lampung

DOI:

https://doi.org/10.30640/cakrawala.v4i3.4991

Keywords:

Community Service, Digital Transformation, MSMEs, SoLoMo Marketing, TikTok

Abstract

This Community Service Program (PKM) was carried out with the aim of assisting Moza Laundry, an MSME in Bandar Lampung, in its digital transformation process through the application of the SoLoMo Marketing (Social, Local, Mobile) strategy on the TikTok platform. The background of this activity stems from the challenges faced by MSMEs in increasing competitiveness in the digital era, particularly in leveraging short-video-based social media for promotion and customer interaction. The implementation method consisted of several stages: initial observation, training and mentoring, content strategy implementation, as well as monitoring and evaluation. The results show that the application of the SoLoMo strategy helped the partner enhance digital customer interaction, strengthen local identity within content, and optimize the use of mobile formats suited to TikTok user characteristics. In addition, this activity produced outputs such as an active TikTok account with a SoLoMo-based content strategy, a practical module for digital content management, and activity documentation as a means of dissemination. This PKM initiative is expected to provide sustainable benefits for Moza Laundry and serve as a model for the practical implementation of digital content strategies for other service-based MSMEs in facing the challenges of digital transformation.

References

Adzra, R. S., & Iryanti, E. (2024). Effectiveness of TikTok social media advertising as an online promotion strategy for CV Avero Indonesia. Formosa Journal of Multidisciplinary Research, 3(1), 13–22. https://doi.org/10.55927/fjmr.v3i1.7574

Andriani, U., Santoso, B., & Wijayanti, L. (2023). Branding lokal dan pemasaran konten melalui media seluler: Kasus usaha kreatif di Tangerang. Jurnal Kreativitas dan Inovasi UMKM, 5(2), 115–130.

Ball, A. D., Kothari, T., & Robin, S. (2018). Sustainability and the marketing mix: Do eco-innovations matter for consumer decision-making? Journal of Business Research, 91, 153–160. https://doi.org/10.1016/j.jbusres.2018.06.009

Cahyani, S., Yulianto, M., & Nurhasanah, N. (2024). Strategi mobile-friendly content marketing untuk meningkatkan visibilitas merek UMKM di era digital. Jurnal Manajemen Pemasaran Digital, 4(3), 213–227.

Dewick, P., & Foster, C. (2017). Sustainable innovation and the product development process: A critical review. Journal of Cleaner Production, 172, 3984–3995. https://doi.org/10.1016/j.jclepro.2017.02.212

Islami, W. N., Putra, Y. P., & Triwidyati, E. (2024). Utilizing TikTok as a promotional platform for small and medium enterprises: A strategic approach. Target: Jurnal Manajemen Bisnis, 6(1), 51–60. https://doi.org/10.30812/target.v6i1.4069

JawaPos. (2023, September 18). Sejak 2021, TikTok latih 8.000 UMKM di Indonesia. JawaPos. https://www.jawapos.com/aplikasi/014879965/sejak-2021-tiktok-latih-8000-umkm-di-indonesia

Katadata. (2023, Desember 5). 56% UMKM jualan lewat Instagram, Facebook, TikTok. Katadata. https://katadata.co.id/digital/e-commerce/65b7a536d69f1/56-umkm-jualan-lewat-instagram-facebook-tiktok

Kompas Tekno. (2024a, Oktober 25). Indonesia jadi pengguna TikTok terbesar di dunia, tembus 157 juta, kalahkan AS. Kompas Tekno. https://tekno.kompas.com/read/2024/10/25/15020057

Kompas Tekno. (2024b, Desember 4). Netizen Indonesia habiskan waktu nonton TikTok terlama di dunia. Kompas Tekno. https://tekno.kompas.com/read/2024/12/04/13220047

Križo, P., Čarnogurský, K., & Sirotiaková, M. (2018). Using the concept of SoLoMo marketing in digital environment to increase brand awareness and communication with customers. In M. Khosrow-Pour (Ed.), Knowledge Management in Organizations: 13th International Conference, KMO 2018 (pp. 551–561). Springer. https://doi.org/10.1007/978-3-319-95204-8_46

Maulana, M. A., et al. (2023). Using TikTok social media as a marketing promotion tool in Indonesia. Semantic Scholar. https://www.semanticscholar.org/paper/Using-TikTok-social-media-as-a-marketing-promotion-Maulana

Putri, Z., & Rahman, F. (2024). Pendampingan digital marketing pada UMKM kuliner: Studi strategi konten TikTok dan engagement pengguna. Jurnal Abdimas Indonesia, 6(1), 54–65.

Puwaningwulan, M. M., et al. (2024). The impact of TikTok shop policy dynamics to the micro-businesses in Indonesia. Atlantis Press. https://www.atlantis-press.com/proceedings/icobs-24/125996492

Yin, R. K. (2014). Case study research: Design and methods (5th ed.). SAGE Publications.

Zaušková, A., & Rezníčková, M. (2020). SoLoMo marketing as a global tool for enhancing awareness of eco-innovations in Slovak business environment. Equilibrium. Quarterly Journal of Economics and Economic Policy, 15(1), 133–150. https://doi.org/10.24136/eq.2020.007