Empowering Catfish Processors through Digital Branding and TikTok-Based Social Commerce Marketing
DOI:
https://doi.org/10.33394/jpu.v7i4.22686Keywords:
Digital Branding, Tiktok, Social Commerce, Fish Processing MSMES, EmpowermentAbstract
Fish-processing groups in Kampung Patin, XIII Koto Kampar, Kampar Regency, Indonesia, operate in a major catfish farming and fishing center and process locally produced catfish into value-added products, including smoked catfish, nuggets, and shredded catfish. However, their marketing activities remain largely conventional, reflecting limited adoption of digital marketing and digital business management practices. This community service program aims to strengthen digital branding and TikTok marketing capabilities to expand market reach and enhance the competitiveness of catfish-processing enterprises through social commerce. The program employed a participatory approach involving needs identification, training, hands-on practice, mentoring, and evaluation. The primary partner was Graha Pratama, a micro, small, and medium-sized enterprise (MSME) engaged in fish processing, together with local fish processors. Evaluation data were collected from 21 participants using a five-point Likert-scale questionnaire covering implementation quality, post-activity knowledge and skills, and perceived business impact. The data were analyzed descriptively using mean scores. The mean scores were 4.17 for implementation quality, 3.88 for post-activity knowledge and skills, and 4.11 for perceived business impact, all of which fell within the high category. Participants also practiced creating promotional content and using TikTok as a business marketing channel. The findings indicate favorable participant perceptions of the program and self-reported improvements in digital marketing practices. However, the evaluation did not directly measure TikTok analytics, customer conversion rates, or sales growth. Continued mentoring is therefore recommended to improve content consistency, customer engagement, and data-driven digital marketing evaluation. This program provides a practical foundation for strengthening digital marketing capacity among local catfish-processing enterprises, although its effects on measurable business performance require further investigation.
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