Transformasi Digital Koperasi melalui Pelatihan Pembuatan Konten Pemasaran TikTok pada KSU Rakyat Sejahtera Abadi (Raja)

Rahmat Rahmat; Eko Daryanto; Agtovia Frimayasa

doi:10.61132/kegiatanpositif.v4i3.2930

Authors

Rahmat Rahmat Universitas Dian Nusantara
Eko Daryanto Universitas Dian Nusantara
Agtovia Frimayasa Universitas Dian Nusantara

DOI:

https://doi.org/10.61132/kegiatanpositif.v4i3.2930

Keywords:

Business Growth, Content Marketing, Cooperative, Digital Transformation, TikTok Marketing

Abstract

In the Industrial Revolution 4.0 era, the limitation of conventional marketing reach and low adoption of digital technology pose major challenges to cooperative sustainability. Koperasi Serba Usaha (KSU) Rakyat Sejahtera Abadi (Raja) Bekasi possesses strong asset potential of IDR 2.5 billion with 450 active members. However, the cooperative faces stagnant member growth (<5% annually) with 70% of members aged over 45, primarily due to 100% reliance on conventional marketing strategies (zero digital content). This Community Service (PkM) project aims to boost the digital capacity of cooperative managers and members through training in business social media account setup, digital target audience mapping, and short video content creation on TikTok integrated with Artificial Intelligence (AI) tools. The execution methods consisted of preparation (assessment), implementation (lectures, discussions, and hands-on practical guidance), and evaluation. Held on April 19, 2026, in Rawalumbu, Bekasi City, the event engaged 60 participants. The results demonstrated a significant enhancement in participants' hard skills regarding storyboard creation, promotional video production for savings and loan products, and TikTok algorithm optimization. This initiative successfully laid a sustainable digital transformation foundation for KSU Raja to expand market reach and attract younger generation.

Downloads

Download data is not yet available.

References

Addaru, A., dkk. (2025). Analisis eksternalitas pembukaan kembali TikTok Shop terhadap pendapatan UMKM Indonesia. Journal of Sharia Economics Scholar.

Armand, F. (2003). Social Marketing Models for Product-Based Reproductive Health Programs: A Comparative Analysis. Occasional Paper Series. Washington, DC. Retrieved from www.cmsproject.com.

Awaludin, dkk. (2025). Analisis pengembangan UMKM di platform TikTok. Musytari: Jurnal Manajemen, Akuntansi, dan Ekonomi, 7(7), 31–40.

Bator, R. J., Bryan, A. D., & Schultz, P. W. (2011). Who Gives a Hoot?: Intercept Surveys of Litterers and Disposers. Environment and Behavior, 43(3), 295–315. https://doi.org/10.1177/0013916509356884.

Belair, A. R. (2003). Shopping for Your Self: When Marketing becomes a Social Problem. Dissertation. Concordia University, Montreal, Quebec, Canada.

Chain, P. (1997). Same or Different?: A Comparison of the Beliefs Australian and Chinese University Students Hold about Learning’s Proceedings of AARE Conference. Swinburne University. Available at: http://www. swin.edu.au/aare/ 97pap/CHAN97058.html, diakses tanggal 27 Mei 2000.

Hidayat, S. (2023). Efektivitas TikTok Ads dalam penjualan produk UMKM. Manajemen Pemasaran, 6(1), 40–49.

Hidayati, S.N. (2016). Pengaruh Pendekatan Keras dan Lunak Pemimpin Organisasi terhadap Kepuasan Kerja dan Potensi Mogok Kerja Karyawan. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(2), 57-66. http://dx.doi.org/10.30588/SOSHUMDIK.v5i2.164.

Kotler, P., & Lee, N. R. (2009). Up and Out of Poverty: The Social Marketing Solution. New Jersey: Pearson Education, Inc.

Lindawati (2015). Analisis Faktor yang Mempengaruhi Perilaku Ekonomi dan Kesejahteraan Rumah Tangga Petani Usahatani Terpadu Padi-Sapi di Provinsi Jawa Barat. Institut Pertanian Bogor. Retrieved from http://repository.ipb.ac.id/ handle/123456789/85350.

LPPSP. (2016). Statistik Indonesia 2016. Badan Pusat Statistik, 676. Jakarta. Diakses dari https://www.LPPSP.go.id/index.php/publikasi/326.

Norsyaheera, A.W., Lailatul, F.A.H., Shahid, S.A.M., & Maon, S.N. (2016). The Relationship Between Marketing Mix and Customer Loyalty in Hijab Industry: The Mediating Effect of Customer Satisfaction. In Procedia Economics and Finance (Vol. 37, pp. 366–371). Elsevier B.V. https://doi.org/10.1016/S2212-5671(16)30138-1.

Pemberdayaan UMKM Melalui Transformasi Digital dan Pemasaran Berbasis Media Sosial, M Alit Suryawan, Politeknik Negeri Ambon

Risdwiyanto, A. & Kurniyati, Y. (2015). Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(1), 1-23. http://dx.doi.org/10.30588/SOSHUMDIK.v5i1.142.

Risdwiyanto, A. (2016). Tas Kresek Berbayar, Ubah Perilaku Belanja? Kedaulatan Rakyat, 22 Februari, 12.

StatSoft, Inc. (1997). Electronic Statistic Textbook. Tulsa OK., StatSoft Online. Available at: http://www.statsoft.com/textbook/stathome.html, diakses tanggal 27 Mei 2000.

Transformasi Digital UMKM sebagai penggerak Ekonomi Kreatif di Indonesia, Herlina Meliawati, Jurnal Manajemen, Akuntansi, Dan Ekonomi, 20(1), 181-190.

Transformasi Digital Pedagang Pasar Tradisional: Pelatihan Pemanfaatan TikTok Live untuk Meningkatkan Penjualan di Pasar Lenteng Sumenep, Rahmat Zulknarnain, Universitas Bahaudin Mudhary Madura

Transformasi Digital UMKM melalui Pemanfaatan TikTok Marketing: Studi Kasus pada Brand Clothing Hodlers, Tammy Jovanka, Universitas Pembangunan Nasional Veteran Jakarta

Transformasi Pemasaran UKM Melalui Sosial Media Marketing, Mukhtar Galib, Dosen Program Doktor Ilmu Ekonomi FEB Unhas.

Wulandari, A. A., & Fahrudin, A. (2025). Adopsi micro-vlogging TikTok oleh pelaku UMKM: Studi difusi inovasi dalam strategi komunikasi branding. BroadComm, 7, 37–47.