Strategi Pemasaran Digital bagi Pelaku UMKM di Kelurahan Duri Kepa

Elistia Elistia; Tantri Yanuar Rahmat Syah; Mayang Sari Edastami; Dodi Ria Atmaja

doi:10.59025/hqghb914

Authors

Elistia Elistia Fakultas Ekonomi dan Bisnis Universitas Esa Unggul
Tantri Yanuar Rahmat Syah Fakultas Ekonomi dan Bisnis Universitas Esa Unggul
Mayang Sari Edastami Fakultas Ekonomi dan Bisnis Universitas Esa Unggul
Dodi Ria Atmaja Fakultas Ekonomi dan Bisnis Universitas Esa Unggul

DOI:

https://doi.org/10.59025/hqghb914

Keywords:

Pemasaran Digital, UMKM, Media Sosial, Marketplace, Pemberdayaan Masyaraka

Abstract

Program Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah di Kelurahan Duri Kepa dalam mengimplementasikan strategi pemasaran digital secara efektif dan berkelanjutan. Permasalahan utama yang dihadapi mitra meliputi rendahnya literasi digital, keterbatasan dalam pembuatan konten pemasaran, serta belum optimalnya pemanfaatan media sosial dan marketplace sebagai sarana pemasaran. Metode pelaksanaan menggunakan pendekatan community-based training berbasis praktik melalui tahapan sosialisasi, pelatihan, praktik langsung, pendampingan, dan evaluasi. Evaluasi kegiatan menunjukkan adanya peningkatan signifikan dalam pemahaman dan keterampilan peserta terkait pemasaran digital. Peserta mampu membuat konten promosi digital, mengelola media sosial bisnis, serta mulai memanfaatkan marketplace sebagai saluran pemasaran. Selain itu, kegiatan ini juga mendorong perubahan perilaku pelaku usaha dalam mengadopsi teknologi digital sebagai strategi utama pemasaran. Program ini memberikan dampak positif terhadap peningkatan daya saing usaha, perluasan jangkauan pasar, serta penguatan kepercayaan diri pelaku UMKM dalam menghadapi transformasi digital. Kegiatan ini juga berkontribusi terhadap pemberdayaan ekonomi lokal serta memperkuat sinergi antara perguruan tinggi, pemerintah, dan masyarakat. Untuk keberlanjutan, diperlukan pendampingan lanjutan dan pengembangan materi yang lebih mendalam terkait analisis data serta strategi pemasaran digital yang terintegrasi.

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