Pemberdayaan UMKM melalui Digital Marketing Berbasis Media Sosial pada Era Ekonomi Digital

Denny Hambali; Ahmad Jibrail; Diah Anggeraini Hasri

doi:10.59025/bw1mxv11

Authors

Denny Hambali Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa
Ahmad Jibrail Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa
Diah Anggeraini Hasri Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa

DOI:

https://doi.org/10.59025/bw1mxv11

Keywords:

UMKM, Digital Marketing, Media Sosial, Ekonomi Digital, Pemberdayaan Masyarakat

Abstract

Kegiatan pengabdian masyarakat ini bertujuan untuk memberdayakan pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Kecamatan Lape, Kabupaten Sumbawa melalui pelatihan digital marketing berbasis media sosial. Program ini dilatar belakangi oleh rendahnya literasi digital pelaku UMKM lokal di tengah pesatnya pertumbuhan ekonomi digital nasional. Metode pelaksanaan mencakup tiga tahapan, yaitu persiapan (survei kebutuhan dan analisis potensi UMKM), pelaksanaan (workshop dan pelatihan praktik langsung), serta evaluasi (pre-test, post-test, dan umpan balik peserta). Pelatihan diikuti oleh 45 peserta UMKM dari berbagai sektor, meliputi kuliner, kerajinan, dan perdagangan umum. Hasil menunjukkan peningkatan signifikan pengetahuan peserta dengan rata-rata kenaikan 38,7 poin antara pre-test dan post-test. Sebanyak 82,2% peserta menyatakan sangat puas terhadap relevansi materi, dan 75,6% sangat setuju bahwa pelatihan meningkatkan kompetensi pemasaran digital mereka. Program ini berhasil meningkatkan kapasitas UMKM dalam memanfaatkan platform Instagram, WhatsApp Business, dan TikTok sebagai sarana pemasaran yang efektif dan efisien, serta membuka peluang perluasan pasar bagi UMKM di Kecamatan Lape.

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