Pendampingan Pemasaran Digital melalui Instagram dan TikTok dalam Meningkatkan Penjualan UMKM Minuman Tradisional Anugerah Jaya

Abstract

Anugerah Jaya Traditional Beverage MSME, owned by Mrs. Tutik Widarwati in Jiwan District, Madiun Regency, faced marketing limitations because sales relied solely on direct selling, resulting in a monthly turnover of approximately IDR 3,000,000. Its products, beras kencur and kunyit asam, had not been promoted through digital media. This community service program aimed to increase sales through digital marketing assistance using Instagram and TikTok. The methods applied included observation, interviews, and training on creating social media accounts, promotional videos, digital pamphlets, weekly content, and a pre-order system via Instagram, TikTok, and WhatsApp. The assistance resulted in active Instagram and TikTok accounts independently managed by the partner. Monthly turnover increased to IDR 3,800,000 with 25 new customers, along with additional sales of IDR 420,000 generated during the Universitas PGRI Madiun MSME Expo. This activity also positively impacting income growth and strengthening the partner's ability to manage marketing independently.