PENERAPAN E-COMMERCE TIKTOK DAN SHOPEE UNTUK MENINGKATKAN PENJUALAN PRODUK UMKM DI PASAR BERINGHARJO YOGYAKARTA

Abstract

The development of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to adapt to the use of e-commerce as a marketing and product sales strategy. However, many MSMEs in traditional markets have not yet optimized the use of digital platforms. This community service activity aims to provide education and assistance regarding the application of e-commerce through the TikTok and Shopee platforms to increase MSME product sales at Beringharjo Market, Yogyakarta, with a case study at Bakpia 576 Shop. The service method is carried out through three stages: preparation, implementation, and evaluation. Activities include observation, interviews, material presentations, and practical assistance in using TikTok as a promotional medium and Shopee as a means of ordering products. The results of the activity show that the implementation of e-commerce has a positive impact on increasing MSME actors' understanding of digital marketing, expanding market reach, and increasing consumer purchasing interest. Thus, the use of TikTok and Shopee can be a strategic solution for MSMEs at Beringharjo Market, Yogyakarta, in facing the development of the digital economy and increasing business competitiveness