Digital marketing empowerment for MSMEs in Kampung Kue Rungkut through Eri Cahyadi's TikTok account

Abstract

This community service aims to empower MSMEs based on the creative economy through cake-making training and product marketing in Kampung Kue, Rungkut District, Surabaya. The objective is to provide skills and alternative sources of family income for residents of Kampung Kue in Rungkut Lor II, benefiting both the local community and opening up employment opportunities for the broader Surabaya area. This study focuses on the use of digital marketing via TikTok, specifically through Eri Cahyadi's TikTok account, to promote and increase sales for Kampung Kue, resulting in a significant impact on both sales growth and job creation. The community empowerment utilizes a descriptive qualitative method, involving field research, literature review, and interviews as primary data collection techniques. Data was gathered through observations, interviews, and documentation. The findings indicate that the training participants acquired new knowledge about cake-making techniques, product packaging, and effective marketing strategies, which have enhanced their business operations and increased sales potential. The process of empowering digital marketing in Kampung Kue involves several strategic steps, including using TikTok for digital promotion, educational content on production techniques, and good interaction with consumers. The application of digital marketing through TikTok significantly impacts the market presence of Kampung Kue and empowers local MSMEs. Support from Eri Cahyadi's TikTok account highlights the crucial collaboration between the government and local communities in strengthening the community economy through wider product exposure and promotion