Pendampingan Citra Produk Berorientasi Ekspor bagi Pelaku Usaha Tarakan
DOI:
https://doi.org/10.59025/8m7bcb10Keywords:
Literasi Ekspor, Citra Produk, Pelaku Usaha, Tarakan, Bisnis Digital, MSDMAbstract
Pelaku usaha di Kota Tarakan menghadapi kebutuhan untuk memperkuat citra produk, literasi pemasaran digital, dan pemahaman awal mengenai ekspor. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pemahaman awal pelaku usaha mengenai citra produk berorientasi ekspor, bisnis online ekspor, dan kesiapan sumber daya manusia usaha. Kegiatan dilaksanakan di Gedung UKM Center Kota Tarakan pada 19 November 2025 melalui sosialisasi partisipatif, pemaparan materi, diskusi, tanya jawab, dan refleksi. Peserta berjumlah 30 pelaku usaha dengan sektor dominan olahan hasil perikanan, khususnya bandeng, fashion dan kerajinan tekstil bernuansa Kalimantan, serta makanan ringan. Evaluasi dilakukan secara deskriptif dengan membandingkan respons awal dan akhir pada aspek pemahaman ekspor, citra produk, pemanfaatan media digital, administrasi usaha, dan ketertarikan mengikuti pendampingan lanjutan. Hasil kegiatan menunjukkan perubahan pemahaman awal serta terpetakannya kendala pada tiga kelompok produk utama, terutama terkait prosedur ekspor, kemasan dan informasi produk, legalitas, pemasaran digital, serta akses pembeli dan logistik. Kegiatan ini mencapai tujuan sebagai tahap literasi awal, tetapi perlu dilanjutkan melalui klinik produk dan pendampingan ekspor yang lebih teknis dan terukur.
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