INOVASI DAN DIGITALISASI PRODUK KREATIF MAHASISWA MELALUI PELATIHAN LIVE COMMERCE PADA PLATFORM E-COMMERCE SHOPEE DAN TIKTOK

Abstract

The rapid growth of the digital economy has driven significant transformations in creative product marketing strategies, particularly through the utilization of live commerce on e-commerce platforms and social media. As digital natives, university students possess substantial potential to develop creative products based on digital innovation; however, they often face limitations in practical skills related to live streaming–based marketing. This community service program aims to enhance the capacity of students in the Digital Business Study Program at Universitas Abdurachman Saleh Situbondo to manage and market creative products through live commerce training on the Shopee and TikTok platforms. The implementation methods include theoretical material delivery, hands-on practical training, live streaming simulations, and participant comprehension evaluation. The results indicate a significant improvement in students’ understanding of live commerce concepts, technical competencies in conducting live broadcasts, and readiness to integrate real-time interaction–based digital marketing strategies. This activity is expected to foster students’ economic independence and contribute to strengthening the digital entrepreneurship ecosystem within the higher education environment