STRATEGIES TO IMPROVE PERSONAL BRANDING OF GOPEK BEACH UMKM PRODUCTS THROUGH THE TIKTOK E-COMMERCE PLATFORM

Abstract

UMKM  is a business activity run by individuals, individuals, households, and small-scale business entities, UMKM is one of the important aspects to develop the country's economy. This business activity helps the government overcome the existing economic gap. Apart from increasing GDP the year, these businesses also provide jobs to the people of Indonesia. Therefore, it is important for us to support and encourage UMKM businesses to be better. UMKM outlets and production houses on gopek beach have an important role in improving the quality of life of the community and can create jobs, but unfortunately the marketing operations implemented by these UMKM have not run optimally because they are still promoting products by word of mouth. therefore, gopek beach UMKM need to carry out strategies to brand products so that their marketing is much wider, one of which is through the tiktok e-commerce platform which is loved by users aged children to adults. the purpose of this writing is to improve product branding. UMKM use the TikTok application so that it is much better known to the wider community so that it can maximize the potential and sales of Gopek beach UMKM products. The method carried out by researchers on these UMKM is qualitative research by identifying and socializing, analyzing the needs of UMKM on Gopek beach Karangantu kec.kesemen Kota Serang banten, where the output of the research is to create and study Tiktok social media accounts, branding UMKM products, monitoring UMKM progress and preparing reports. The results of this study are that it can brand UMKM products through creative content uploaded using tiktok, and having tiktokshop e-commers also provides opportunities for affliators who want to get additional income with a smartphone.