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Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit

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Abstract

The aim of this study is to improve knowledge and skill about digital marketing, especially social media, for Small and Medium-sized Enterprises (SMEs) business maker to enhance their sales and profit. Attended by 13 women SMEs participants, the method used in this activity is; first, explanation using power point slides and LCD projector; second, experience sharing and discussion; and last, direct practice of creating social media (Facebook and Instagram) account and how to make it attractive for buyers (the pictures, the wording, the story, etc). Held on May 7, 2017, the community service is funded by DIPA BLU Faculty of Economics, Universitas Negeri Jakarta. The result shows that only few who actively use social media as their promotion tools and they have not separated their online shop account with their personal account, several others use it occasionally, and the rest participants have never used social media marketing for being lack of technological skill. All participants show great interest to use social media marketing continuously. KATA KUNCI: digital marketing, UMKM, social media

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... Upaya untuk mendukung percepatan digitalisasi umkm di Provinsi NTT telah dilakukan lewat peningkatan literasi digital bagi para pelaku umkm melalui pelatihan terkait digital marketing. Hal ini didukung oleh hasil penelitian terdahulu yang merekomendasikan beberapa strategi yang dapat dilakukan oleh pelaku UMKM untuk mempertahankan usahanya dalam menghadapi pandemi Covid-19 dan salah satunya adalah pengunaan Digital Marketing dalam pemasaran produk/jasa (Purwana, et al. 2017). ...
... Digital marketing merupakan suatu aktivitas untuk mempromosikan produk/jasa secara online dengan mengunakan berbagai media digital seperti media sosial, dll (Purwana, et al. 2017). Digital marketing merupakan pemasaran produk atau jasa yang dilakukan melalui internet atau yang disebut web marketing, online marketing, atau e-marketing (Hermawan, 2012). ...
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The Covid pandemic has had an impact on the declining performance of MSMEs in Kupang City. Various efforts have been made by the government to save MSMEs and one of them is use of digital marketing. This study aims to determine the impact of the use of digital marketing on the performance of SMEs in Kupang City and identify the obstacles faced by SMEs in the use of digital marketing. The results of this study indicate that using digital marketing in marketing products/services to MSMEs in Kupang City is able to have an impact on sales growth, increasing income, expanding market reach and increasing the number of customers. In addition, there are several obstacles faced by MSMEs in using digital marketing, namely lack of understanding of business via the internet, limited financing, unprepared labor, lack of availability of supporting facilities, unstable internet network, and distrust of business in internet
... Clear and measurable marketing activities carried out on the internet that can be tracked and have clear numbers so that they can be used as flexible evaluation material digital marketing activities do not require the company to always go to the field so that it is more flexible. (Irena et al., 2022;Mulyani et al., 2021;Purwana et al., 2017;Saputra et al., 2021;T Terttiaavini et al., 2017;Terttiaavini et al., 2021) There are many business benefits that can be obtained by MSME players by utilizing digital marketing through social media. In addition to introducing the brand, establishing communication and interaction with potential customers, suppliers and even competitors efficiently, MSME players will ultimately increase marketing so as to increase the competitive advantage for the MSME itself. ...
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... Digital marketing is a term used to describe the process of using digital technology. (Purwana, 2017) It goes on to say that digital marketing promotes products and services using online digital media such as social networks. Digital marketing allows buyers to make transactions and make purchases using the internet, sellers are allowed to be more professional while increasing their efforts to create digital marketing materials that are relevant to the goods/services they provide to customers (Farell et al., 2019). ...
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... Integrasi teknologi informasi dalam ekonomi digital tidak hanya menciptakan efisiensi, tetapi juga membuka peluang-peluang baru bagi pelaku usaha, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM). Pemasaran digital memudahkan pemasar untuk memantau dan memenuhi semua kebutuhan konsumen, sementara konsumen dapat memperoleh informasi yang mereka cari dengan mudah melalui internet (Purwana et al., 2017). Namun, UMKM seringkali menghadapi berbagai tantangan dalam pengembangan bisnis, seperti keterbatasan akses pasar, modal, dan teknologi. ...
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... Di satu sisi, pemasaran digital memungkinkan pelaku bisnis untuk lebih mudah memantau serta memenuhi kebutuhan dan keinginan konsumen. Di sisi lain, calon konsumen juga dapat dengan cepat mencari dan memperoleh informasi produk hanya dengan menjelajahi internet, sehingga mempermudah proses pencarian mereka (Purwana et al., 2017). Oleh karena itu, pelaku usaha kecil dan menengah (UMKM) sebaiknya mulai memanfaatkan media digital sebagai salah satu strategi pemasaran agar produk mereka lebih dikenal oleh konsumen. ...
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... Teknologi digital yang diterapkan dalam pelaksanaan digital marketing bias mendorong kepada wirausaha UMKM untuk berkembang dengan cara memanfaatkan konsep pemasaran, sehingga menjadikan UMKM sebagai pusat kekuatan ekonomi (Purwana et al., 2017). Hal ini dikarenakan UMKM berperan penting dalam laju perekonomian Indonesia dalam mengelola ekonomi rumah tangga, sehingga mendukung peningkatan pola kehidupan perekonomian rumah tangga. ...
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Technological advances have had an impact on various fields. Likewise for UMKM entrepreneurs in Gadingan-Mojolaban-Sukoharjo, to promote karak and romeo businesses. This community service program has been implemented by means of socialization, training and mentoring to UMKM entrepreneurs in Gadingan Village, regarding on-line e-commerce applications, and social media. Preliminary analysis of partners has shown problems that occur in UMKM entrepreneurs, namely a lack of understanding of on-line applications and global social media. Implementation of socialization, training and mentoring for partners has been carried out to empower UMKM entrepreneurs. It is expected that partners can follow the flow of technology and be able to face competition in this digital technology era. With increased competition, UMKM entrepreneurs are required to be able to face all challenges. This can be done by increasing product innovation and expanding marketing networks, promotions and publications about their business. The method that has been used is to provide socialization-training- mentoring in promoting and registering businesses in on-line applications and global social media.
... Percepatan teknologi mendorong untuk berubah untuk memanfaatkan teknlogi digital yang dikenal sebagai digital marketing. Digital marketing memudahkan proses jual beli, (Purwana ESD, 2017). Teknologi merubah perilaku manusia dalam berinteraksi, berkomunikasi, bertindak dan mengambil keputusan. ...
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4 ABSTRAK: Tingginya permintaan jangkrik di banyak daerah di Indonesia merupakan peluang besar bagi para peternak jangkrik, dan merupakan bisnis yang ideal untuk semua kalangan dan cocok untuk segala usia, terutama di era saat ini. jangkrik mudah dipelihara, siklus hidup jangkrik cepat, modal relatif kecil, karena bisa menghemat lahan dan hanya membutuhkan alat sederhana juga menjadi salah satu alasannya. Selain itu, di era pemasaran digital saat ini, pemasaran produk pertanian mereka lebih mudah karena dapat memaksimalkan interaksi antara penjual dan konsumen karena akses di antara mereka menjadi semakin tidak terbatas. Pemasaran digital juga dapat meningkatkan penjualan, smembangun hubungan pelanggan, dan menjangkau konsumen sebanyak mungkin dengan cara yang relevan, personal, dan efektif. Kelompok Peternak Jangkrik Putra Mandiri merupakan satu-satunya peternak jangkrik yang ada di Desa Mendeman, Kab. Sampang. Kelompok ini berdiri sejak tahun 2020. Kelompok budidaya ini juga mengalami banyak kendala dalam usahanya terutama dalam mempresentasikan produknya (branding) dan dalam memasarkan hasil budidaya jangkrik, karena sebelumnya pemasaran hanya dapat dilakukan melalui acara jual beli tradisional, baik secara door to door. dan di pusat perbelanjaan seperti pasar lokal. Tentu saja, hal ini mempengaruhi penjualan dan pendapatan kelompok ini, meskipun pada dasarnya mereka mencoba masuk ke pemasaran digital seperti Instagram dan Facebook. ABSTRACT The high demand for crickets in many areas in Indonesia is a great opportunity for cricket breeders, and is an ideal business for all people and suitable for all ages, especially in the current era. Crickets are easy to care for, the life cycle of crickets is fast, the capital is relatively small, because they can save land and only need simple tools are also one of the reasons. In addition, in the current era of digital marketing, marketing their agricultural products is easier because it can maximize interaction between sellers and consumers because access between them is becoming increasingly unlimited. Digital marketing can also increase sales, build customer relationships and reach as many consumers as possible in a relevant, personal and effective way. The Mandiri Putra Cricket Breeders Group is the only cricket breeder in Mendeman Village, Kab. Lacquer. This group was founded in 2020. This cultivation group also experienced many obstacles in its business, especially in presenting its products (branding) and in marketing cricket cultivation results, because previously marketing could only be done through traditional buying and selling events, both door to door. and in shopping centers such as local markets. Of course, this affects the sales and income of this group, even though they are basically trying to get into digital marketing like Instagram and Facebook.
... Digital marketing dikenal pertama kali pada awal tahun 1990-an dan mulai menjadi strategi utama yang banyak diterapkan dalam dunia bisnis pada tahun 2014. Digital marketing adalah kegiatan promosi dan pencarian pasar melalui media digital secara online dengan memanfaatkan berbagai sarana misalnya jejaring sosial (Purwana et al., 2017). Menurut American Marketing Associaion (AMA), digital marketing adalah aktivitas, intitusi dan proses yang difasilitasi oleh teknologi digital dalam menciptakan, mengkomunikasikan dan menyampaikan nilai-nilai kepada konsumen dan pihak yang berkepentingan lainnya (Kannan dan Li, 2017)). ...
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Promotions using digital marketing are expected to reach more customers. The increasingly massive use of digital marketing aims to measure the increase in the consumer movement from various digital platforms. The tool to measure digital marketing performance in this research is by using Search Engine Optimization (SEO). It is an approach used by companies to increase position or sales in natural or organic results listings to search for selected keywords or phrases. This research is exploratory qualitative research with secondary data sources through the digital marketing network of PT. Bank Syariah Indonesia. The data collection technique is documentation, while the data analysis technique uses the Miles and Huberman model which uses the stages: a) data reduction; b) data presentation; and c) drawing conclusions or verification. The findings of this study are PT. Bank Syariah Indonesia carries out digital promotions with several concepts such as digital devices, digital platforms, digital media, digital data, and digital technology. Digital marketing conducted by PT. Bank Syariah Indonesia through the search engine optimization (SEO) approach is said to be successful based on observations over the last three months, which shows that there has been a significant increase in marketing. This indicates that digital marketing campaigns are getting a good response from internet user customers. Thus, PT. Bank Syariah Indonesia through digital marketing can meet customer expectations and satisfaction.
... Similar research was also conducted by Febriyantoro & Arisandi (2018) which explained that MSME actors said that the use of digitalization in online marketing and sales helps MSMEs to inform and interact directly with consumers. Purwana et al. (2017) explained that digital marketing is an MSME effort to introduce a brand using digital media that can appropriately reach MSME consumers. Digital transformation and breakthrough innovations that contain concern for the environment (Sijabat & Hardianawati, 2024). ...
... Ini meliputi penggunaan aplikasi untuk memperluas jangkauan pasar melalui platform e-commerce dan media sosial. Pendekatan ini tidak hanya meningkatkan meningkatkan produktivitas, tetapi juga membantu UMKM meningkatkan daya saing mereka di pasar yang semakin kompetitif (Purwana, et al, 2017). ...
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Villages are ideal communal milestones for social community standards. Explore the potential of social media to increase community engagement and encourage the digitalization of rural areas. As global connectivity continues to increase, social media has become an indispensable tool for communication and development even in the most remote areas. This research investigates how social media can empower the people of Sungai Rengas Village, Sungai Kakap District, Kubu Raya Regency to increase social cohesion, economic growth, and access to important services. This research also discusses digital literacy and infrastructure challenges facing rural areas and suggests strategies to overcome these barriers to fully realize the benefits of social media. The foundation of this research draws on key theories of digital transformation and community engagement to provide a framework for future community service initiatives.
... Although the use of digital media can reach a larger market and make it simpler for customers to compare costs (Nuseir, 2017;Blazheska, Ristovska, & Gramatnikovski, 2020), there are still many MSMEs in Indonesia that use traditional media as a marketing strategy (Soetjipto, 2020). Purwana, Rahmi, and Aditya (2017), argue that conceptually, digital marketing is the use of marketing media that can reach a wider area such as television, radio and the internet where these media are able to provide detailed information about a company's products (Fauzi & Sheng, 2022). Digital marketing is seen as being able to reach every consumer, in various locations and for a time that can be done at any time (Hendawan, et., al, 2019). ...
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The Covid-19 pandemic, which began in early 2020 and was followed by restrictions prohibiting community activities and imposing stringent oversight, has severely impacted nearly all sectors of trade, particularly managers of micro and small businesses, also known as MSMEs. This study is explanatory in nature. The sampling method used was purposive sampling, selecting 74 MSME managers. Paired t-test analysis of the differences shows that the probability of increased sales volume through digital marketing media is greater than that of conventional marketing media. Additionally, the level of consumer response to MSMEs is higher when using digital marketing compared to conventional methods, and the intensity of interaction between MSME marketers and consumers is greater when using digital marketing media. The results of this study also demonstrate that the opportunity for MSMEs to promote or re-market products to potential consumers through digital marketing media is greater than for MSMEs still relying on conventional marketing methods.
... Namun, faktor penting seperti pendidikan tetap diperlukan untuk mengumpulkan semua informasi demi memulai dan mengoperasikan bisnis (Naimah et al., 2020). Pemerintah berharap UMKM dapat berperan dalam membangun perekonomian nasional, termasuk pengembangan usaha berbasis potensi daerah dan berorientasi pasar.Pada ujungnya akan tercipta struktur perekonomian yang seimbang, termasuk melahirkan lapangan kerja, pemerataan pendapatan, pertumbuhan ekonomi, dan untuk mengentas kemiskinan (Purwana, D., Rahmi, & Aditya, 2018). ...
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Marketing is one of the keys to success in running a business. In the modern era, marketing can not only be done in conventional ways but must also be supported in modern ways, namely technology or science and technology-based. Changes and developments in the world of science and technology currently greatly influence all aspects of our lives. In other words, science and technology are essential for human life today and in the future. One of the potentials of science and technology that can be exploited is the potential of information technology. Information technology offers many benefits for users, namely increasing productivity and marketing. Social media is an information technology that is currently developing rapidly and has excellent potential. The solution for service activities in holding technology-based entrepreneurship training for the Aisyiyah Karanganyar Regional Leadership Women's Entrepreneurial Group is to be able to market products more online. We hope that the PDA Karanganyar women's entrepreneurial group can keep up with developments in the era of digitalization so that they can market products more practically and efficiently.
... Para pelaku UMKM dituntut untuk mampu memanfaatkan media digital sebagai bagian dari upaya pemasaran produknya, terlebih untuk mengedukasi konsumen tentang produk yang dihasilkan UMKM (Febriyantoro & Arisandi, 2018). Selain itu, kemampuan pemahaman perangkat digital dan internet merupakan hal yang harus dikuasai oleh UMKM jika ingin bertahan dalam persaingan (Purwana et al., 2017). Kurangnya kemampuan manajerial dan minimnya keterampilan pengoperasian dalam mengorganisir dan terbatasnya pamasaran merupakan hal yang mendasar selalu dihadapi oleh UMKM dalam merintis sebuah usaha bisnis untuk dapat berkembang (Anugrah, 2020). ...
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The rapid development of technology has greatly changed the marketing landscape in the world, where marketing methods that were previously completely traditional and conventional have now been integrated into the digital world. Understanding and awareness of the importance, role and influence of digital marketing in micro, small and medium enterprises (MSMEs) is still low. Its implementation is still considered not that important, on the grounds that the business being run is not a large business that requires digital marketing. Including its implementation of sharia principles is still very minimal. Research that explores the role of digital marketing in MSMEs with sharia principles in a comprehensive manner has never been conducted before. The aim of the research is to explore the role of digital marketing in MSMEs with sharia principles. The method used is library research, using critical analysis techniques. The results of research regarding the role or impact or influence of digital marketing in MSMEs with sharia principles are on the following 15 things: (1) facilitate access to information; (2) marketing products; (3) become a superior product; (4) healthy competition; (5) expanding target/market share; (6) expanding geographic reach; (7) building trust and reputation; (8) purchasing decisions; (9) increase in income; (10) increase in sales; (11) increasing business performance; (12) business sustainability and success; (13) application of Islamic marketing ethics; (14) development of halal label MSMEs; and (15) development of MSMEs through cooperatives.
... Pemasaran digital memperluas dan meningkatkan fungsi pemasaran tradisional menggunakan fasilitas Internet dan teknologi informasi. Definisi ini berfokus pada semua pemasaran tradisional, dan perlu dicatat bahwa konsep-konsep seperti "pemasaran interaktif", "pemasaran individual", dan "pemasaran elektronik" terkait erat dengan "pemasaran digital" (Rahmi, 2017). ...
Article
Entering the era of industrial revolution 4.0. which combines digital technology with the internet, making business processes easier today. This research was conducted in Semarang Regency with a total sample of 36 MSMEs, age range 20-40 years, high school education and various genders. The research results show that there is a positive and significant influence on the use of Digital Marketing (variable Cost Transaction, Interactive, Incentive Program, Site Design) in increasing sales of MSMEs in West Ungaran. The transaction costs, Interactive, Incentive Program and Design Program perceived by MSME players have been said to be very good, with many MSME players choosing the answer criteria as strongly agreeing to the statements put forward regarding the four dimensions of digital marketing. And this certainly increases sales of the products they sell. Abstrak Masuknya era revolusi industri 4.0. yang menggabungkan antara teknologi digital dengan internet, memberikan kemudahan pada proses bisnis di masa sekarang. Penelitian ini dilakukan di Kabupaten Semarang dengan jumlah sampel sebanyak 36 UMKM, rentang usia 20-40 tahunan, pendidikan terakhir SLTA dan berbagai jenis kelamin. Hasil penelitian menunjukkan adanya pengaruh yang positif dan signifikan terhadap pemanfaatan Digital Marketing (variable Cost Transaktion, Interactive, Insentive Program, Site Design) dalam meningkatkan penjualan UMKM di Ungaran Barat. Transaction cost, Interactive, Incentive Program dan Design Program yang dirasakan oleh pelaku UMKM sudah dikatakan sangat baik, dimana para pelaku UMKM banyak memilih kriteria jawaban sangat setuju atas pernyataan yang diajukan tentang keempat dimensi digital marketing. Dan hal ini tentu meningkatkan penjualan produk yang mereka lakukan.
... Digital marketing memudahkan pelaku bisnis untuk meneliti pasar dan memenuhi kebutuhan dan keinginan konsumen, dan konsumen juga dapat memanfaatkan kemudahan untuk mencari dan memperoleh informasi produk secara digital (Sumadi, dkk., 2023) Dengan menerapkan digital marketing yang efisien, UMKM dapat memperluas jangkauan produknya pada konsumen yang lebih luas, meningkatkan interaksi dengan konsumen, dan meningkatkan kesadaran merek di antara target pasar produknya (Wardani, dkk., 2023). Digital Marketing dapat menjangkau seluruh siapa saja dan di mana saja tanpa adanya batasan waktu dan tempat (Purwana, dkk., 2017) Para pelaku bisnis memiliki kewajiban untuk memahami setiap fungsi dan manfaat dari penggunaan media sosial yang sedang populer ini, agar dapat mengetahui calon konsumen sesuai target pasar pasar yang ingin dicapai oleh setiap pelaku bisnis. Beberapa media sosial yang ...
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Tujuan dari pengenalan strategi pemasaran UMKM adalah untuk memberikan pemahaman mengenai packaging, labelling, dan digital marketing pada produk UMKM Pojok Telang Desa Panggung Rawi Kota Cilegon. UMKM perlu terus berinovasi untuk tumbuh dan berkembang, termasuk dalam hal pemasaran produk secara tepat sasaran. Melalui pemanfaatan digital marketing, UMKM dapat meningkatkan visibilitas produk , menjangkau pasar secara lebih luas, dan meningkatkan penjualan melalui strategi promosi yang efektif. Dengan evaluasi kendala pemasaran, pembuatan logo baru, dan penetrasi ke platfrom digital seperti Instagram dan Whastapp Story, penjualan produk UMKM Pojok Telang berhasil meningkat dan menarik perhatian konsumen. Hasil pemantauan menunjukkan bahwa promosi berbasis digital marketing memberikan dampak positif dalam pertumbuhan bisnis UMKM. Dengan demikian, penerapan strategi pemasaran digital menjadi kunci keberhasilan bagi UMKM dalam menghadapi persaingan bisnis yang semakin ketat
... Coviello et al (2008) mengemukakan bahwa pemasaran digital merupakan penggunaan internet dan penggunaan teknologi interaktif lain untuk membuat dan menghubungkan dialog antara perusahaan dan konsumen yang telah teridentifikasi (Fawaid, 2017). Pemasaran digital menggunakan internet untuk menyampaikan pesan promosi pemasaran kepada konsumen (Afifah & Najib, 2022 (Purwana et al., 2017). ...
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The development of digital technology has significantly changed the competitive landscape of businesses, forcing companies to adapt with more innovative and efficient strategies. Digital marketing emerges as one of the effective approaches in facing this challenge, enabling companies to expand market reach, improve interaction with consumers, and measure marketing performance in real-time. The implementation of digital marketing strategies is an effective solution in achieving this goal. This research examines how digital marketing can be used to strengthen consumer trust, form a strong corporate image, and increase customer loyalty. This research consists of several parts. First, the literature review focuses on digital marketing. Second, the research model and propositions developed in this study are based on the literature review of previous studies, and are discussed in depth in relation to trust, corporate image, and customer loyalty. The study results show that an integrated digital marketing strategy not only helps companies survive the competition, but also builds long-term relationships with customers, which ultimately increases trust and strengthens the company's image in the market. Proper implementation of these strategies is a key factor in business success in the digital age.
... According to resource-based view theory, EO classified as a crucial tool for organization that indulged in electronic field (Colton et al. 2010). This study is also suits with the statement of Purwana et al., (2017) who confirmed that if the entrepreneurs prefer to maintain in new normal era, the start-up business owners must be able to maximize the usage of digital technologies. By integrating their entrepreneurial traits with social media usage, these owners can effectively enhance their brand presence, attract more guests, and drive business growth. ...
... Perkembangan teknologi informasi sekarang ini telah mengubah dunia pemasaran dalam beberapa tahun terakhir. Cara-cara komunikasi pemasaran yang awalnya tradisional kini sudah terintegrasi ke dalam dunia digital, Digital marketing merupakan kegiatan yang menggunakan teknologi digital untuk menciptakan komunikasi yang terintegrasi, relevan, dan terukur untuk memperoleh dan mempertahankan pelanggan serta menciptakan keterlibatan yang lebih dalam (Candra et al., 2022;Purwana et al., 2017). Hasil riset mengemukakan bahwa pola pikir berdagang pada saat ini adalah digital, oleh karena itu seluruh konsep konvensional sekarang ini harus secara perlahan berubah kekonsep kekinian atau digital tidak peduli sulit, melelahkan, dan menghabiskan banyak pengeluaran, semua pelaku usaha dituntut untuk membiasakan diri membuka bisnis secara digital. ...
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This service aims to explore the potential of online marketing strategies in increasing sales of Micro, Small and Medium Enterprises (MSMEs) in Indonesia, with a focus on MSMEs that have not yet run online marketing. Although digital technology has developed rapidly, many MSMEs still do not maximize the potential of online marketing. The service method used is the community education method with MSME owners who have not run online marketing which will be carried out on February 19, 2024, precisely in Sukamukti Village, Bojongmangu District, Bekasi Regency to understand their challenges and needs in dealing with online marketing strategies. This service has a positive impact on understanding the barriers faced by MSMEs in starting online marketing, as well as their views on its potential and benefits. However, there is a need for support and mentoring for MSMEs that have not yet embarked on online marketing, as well as the importance of providing appropriate resources and training.
... Digital marketing adalah istilah yang mengacu pada kegiatan pemasaran yang menggunakan teknologi digital (Febriyantoro & Arisandi, 2018). Digital marketing dapat memudahkan komunikasi dan interaksi antara produsen, perantara pasar, dan pelanggan potensial (Purwana et al., 2017). Salah satu alat dalam penggunaan pembuatan logo dalam upaya digital marketing UMKM keripik pisang yakni membuat logo dengan menggunakan aplikasi editor desain berbasis website adalah Canva. ...
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The development of micro, small and medium enterprises aims to generate income for the lower middle class and is the most important driver in the national economy. In an effort to improve the welfare of micro, small and medium enterprises, the government currently offers various programs to business actors, including business capital, training, and business assistance with stakeholders. The banana chip business, which is one form of small micro business in Trunamanggala Village, Cimalaka District, Sumedang Regency, has problems in the form of the absence of a logo as a product identity, the absence of attractive packaging and the lack of utilization of digital marketing technology in its sales so that an assistance is needed to overcome this. Therefore, this community service method uses a training and socialization approach which aims to provide training in making product logos as well as providing training in marketing products online. The positive impact of this training is to increase market attractiveness and interest to help product images with creative logos, MSME players have products in digital marketing so that they can increase promotion of banana chip MSME players and increase the economy and profits for banana chip MSME players in Trunamanggala Village.
... Salah satu teknologi yang dapat dimanfaatkan adalah digital marketing. Digital marketing merupakan kegiatan promosi dan pencarian pasar melalui media digital dengan memanfaatkan berbagai sarana seperti media sosial (Purwana et al., 2017). Pola pergeseran dari pemasaran tradisional yang beralih ke platform digital menjadi peluang yang harus dimanfaatkan (Susanti et al., 2020). ...
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The COVID-19 pandemic has caused a deterioration in various sectors, the economic sector is the most sector that affected all levels of society, especially MSME. For MSME, the COVID-19 pandemic caused of decreasing their income due to the consumers only focuses on buying basic household needs. In order to help stabilize it, the use of digital technology can be applied to increase their income. It is digital marketing. The digital marketing is one of the means of selling that use technology which the MSME can reach the global market. One of the MSME in Kesiman Petilan Village that affected by the COVID-19 pandemic is Keripik Ayam Sari Rejeki due to a very drastic decreasing income during the pandemic. Based on the research problem above, the solution given is the use of digital marketing to increase MSME income during the pandemic. The method of this study are conducting observations and interviews, education related to digital marketing, product rebranding, creating the social media platform such as Instagram and evaluation. Moreover, the results of this study are a new logo, stand-up pouch packaging inovation, Instagram, and the increasing of understanding the digital marketing and income of Keripik Ayam Sari Rejeki after using Instagram. Keywords: MSMEs, Digital Marketing, Turnover Increase Strategy, Impact of Pandemic COVID-19, Community Service ABSTRAKPandemi COVID-19 telah menyebabkan kemerosotan dari berbagai sektor, sektor perekonomian adalah sektor yang paling terdampak yang dirasakan oleh seluruh lapisan masyarakat khususnya UMKM. Bagi UMKM, pandemi COVID-19 menyebabkan penurunan omset karena konsumen hanya fokus untuk membeli kebutuhan utama rumah tangga. Untuk membantu menstabilkan omset UMKM pemanfaatan teknologi digital dapat diterapkan sebagai upaya peningkatan omset UMKM . Teknologi digital tersebut adalah digital marketing. Digital marketing merupakan salah satu sarana penjualan menggunakan teknologi sehingga mampu menjangkau pasar global. Salah satu UMKM di Desa Kesiman Petilan yang terkena dampak pandemi COVID-19 adalah UMKM Keripik Ayam Sari Rejeki karena adanya penurunan omset yang sangat drastis saat pandemi. Dari permasalahan tersebut solusi yang diberikan adalah pemanfaatan digital marketing untuk meningkatkan omset UMKM saat pandemi. Metode kegiatan yang digunakan pada kegiatan pengabdian kepada masyarakat ini adalah melakukan observasi dan wawancara, edukasi terkait digital marketing, rebranding produk, pembuatan Instagram dan evaluasi. Hasil pengabdian kepada masyarakat ini adalah logo baru , Inovasi kemasan standing pouch, Instagram dan peningkatan pemahaman terkait digital marketing dan omset UMKM Keripik Ayam Sari Rejeki setelah menggunakan Instagram. Kata Kunci: UMKM, Digital Marketing, Strategi Peningkatan Omset, Dampak Pandemi COVID-19, Pengabdian Masyarakat
... Kegiatan pemasaran yang memanfaatkan kecanggihan teknologi digital sering disebut dengan istilah digital marketing. Digital marketing terdiri dari pemasaran interaktif dan terintegrasi yang memudahkan interaksi antara produsen, perantara pasar dan konsumen potensial (Purwana, Rahmi, & Aditya, 2017). Peran digital marketing pada Industri Kecil Menengah (IKM) memiliki peran penting dalam mewujudkan pembangunan dan kesejahteraan masyarakat. ...
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Small and Medium Industries (SMIs) have an important role in realizing community development and welfare. In the current Industry 4.0 era, SMIs are required to keep up with technological developments, including SMIs players who must be able to use digital media as the main support for their business success. To support SMIs in optimizing the use of digital marketing, it is necessary to have effective assistance activities. The community service activities are in partnership with the assisted SMIs in Kingkang Village, Wonosari, Klaten. These activities focus on assisting SMIs in increasing promotion and sales through digital media business accounts, namely Instagram and Shopee e-commerce. The method used is to provide direct assistance in creating and managing business accounts. The assistance was done for one month with 13 sessions. The results of this program show that 100% of SMIs in Kingkang Village have had an Instagram business account and 70% of them have a Shopee account. SMIs are proven to have understood the use and management of these two digital media as promotion and sales media. Furthermore, SMIs felt the improvement in skills in how to use various features on Instagram and Shopee. Suggestions after these assistance activities are the need for follow-up activities with continuous guidance in using digital marketing effectively and optimally so it can support marketing activities and increase sales of SMIs’ businesses.Keywords: digital marketing, small and medium industries, Instagram for Business, Shopee.ABSTRAKIndustri Kecil Menengah (IKM) memiliki peran penting dalam mewujudkan pembangunan dan kesejahteraan masyarakat. Di era Industri 4.0 saat ini, IKM dituntut untuk terus mengikuti perkembangan teknologi, diantaranya pelaku IKM di mana mereka harus bisa memanfaatkan media digital sebagai pendukung utama kesuksesan usahanya. Untuk menunjang IKM dalam optimalisasi penggunaan digital marketing, maka diperlukan adanya kegiatan pendampingan yang efektif. Kegiatan pengabdian masyarakat ini bermitra dengan IKM binaan yang ada di Desa Kingkang, Wonosari, Klaten. Kegiatan ini berfokus pada pendampingan IKM dalam peningkatan promosi dan penjualan melalui akun bisnis media digital yaitu Instagram dan e-commerce Shopee. Metode yang digunakan yaitu dengan memberikan pendampingan langsung pembuatan dan pengelolaan akun bisnis. Pendampingan dilakukan selama satu bulan dengan 13 sesi. Hasil dari kegiatan ini menunjukkan bahwa 100% IKM di Desa Kingkang telah memiliki akun bisnis Instagram dan 70% memiliki akun Shopee. IKM terbukti sudah memahami penggunaan dan pengelolaan kedua media digital tersebut sebagai media promosi dan penjualan. Selain itu, IKM merasakan adanya peningkatan keterampilan tentang cara penggunaan berbagai fitur di Instagram dan Shopee. Saran setelah kegiatan pendampingan adalah perlunya kegiatan tindak lanjut dengan pembinaan berkelanjutan di dalam menggunakan pemasaran digital secara efektif dan optimal sehingga dapat mendukung kegiatan pemasaran dan meningkatkan penjualan usaha IKM.Kata Kunci : digital marketing, industri kecil menengah, Instagram Bisnis, Shopee.
... Bagi pengembangan bisnis UMKM, penguasaan perangkat digital dan internet menjadi hal yang sangat mutlak, jika ingin bertahan dalam persaingan (Purwana, Rahmi, & Aditya, 2017). Menurut Indra (2019), digitalisasi pemasaran melalui media sosial memiliki kelebihan diantaranya sebagai etalase bisnis, sebagai sumber informasi seputar brand, dan mendekatkan hubungan pemilik bisnis dengan pelanggan. ...
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The Covid-19 pandemic has been able to change consumer behavior in shopping. From those who have to go directly to traders to market stalls, shops or stalls, now with the help of sophisticated high-tech internet-based equipment, they can choose products through digital tracking facilities, transact and make payments through online applications and e-payments. This change was addressed by the UMS PKM team together with the Sukoharjo PDA Economic and Employment Council as partners to empower the businesses of Aisyiyah women assisted by BUEKA to change service strategies according to consumer demands. The programs carried out include; increasing human resources in carrying out marketing strategies for business products in the digital era, digitizing marketing and product placement on the Shopee and Facebook Marketplaces. The PKM program was successful; 1) Increase the insight of BUEKA fostered business actors about the demands of modern marketing and the interest in implementing them in their business development; 2) As many as 46% of BUEKA fostered businesses have been able to create digital advertisements and place their products on the Shopee marketplace and display them on Youtube; and 3) Increase sales volume by 20%.Pandemi Covid-19 telah mampu mengubah perilaku konsumen dalam berbelanja. Dari yang harus mendatangi pedagang langsung ke lapak pasar, toko atau warung, sekarang dengan bantuan kecanggihan peralatan berteknologi tinggi berbasis internet bisa memilih produk lewat fasilitas lacak digital, bertransaksi dan melakukan pembayaran melalui aplikasi online dan e-payment. Perubahan ini disikapi oleh tim PKM UMS bersama Majelis Ekonomi dan Ketenagakerjaan PDA Sukoharjo sebagai mitra untuk memberdayakan usaha ibu-ibu Aisyiyah binaan BUEKA untuk merubah strategi layanan sesuai tuntutan konsumen. Program yang dilakukan meliputi; peningkatan SDM dalam melakukan strategi pemasaran produk usaha di era digital, digitalisasi pemasaran dan penempatan produk di Marketplace Shopee dan Facebook. Program PKM ini berhasil; 1) Meningkatkan wawasan pelaku usaha binaan BUEKA tentang tuntutan pemasaran modern dan minat untuk menerapkan dalam pengembangan usahanya; 2) Sebanyak 46% pelaku usaha binaan BUEKA telah mampu membuat iklan digital dan menempatkan produknya di marketplace Shopee dan menampilkan di Youtube; dan 3) Meningkatkan volume penjualan sebesar 20%.
... (Kuncoro, 2005). We try to apply the use of advances in science and technology, especially in terms of digital technology, as a form of relevance to current market conditions and consumer characteristics (Purwana, et al., 2017). Assisted by member II who has a background as an academic in the Management Study Program and practitioners with a background in information technology, we offer a work program in the form of providing a website and online promotion integrated with social media (via Instagram apps and Facebook apps). ...
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Bamboo woven craft artisans in Kayubihi Village, especially Banjar Bangklet-Kayang, come from mothers, especially those who work as farmers. The problems faced by partners include: 1) Bookkeeping is still done conventionally so that it is less effective and efficient; 2) Distribution and marketing of products are carried out traditionally so that the scope of the product market share is still minimal; 3) the availability of facilities and infrastructure, raw materials, and auxiliary materials has reached the end of its economic life. The solutions offered to this problem are 1) Financial Transaction Recording Training and Provision of a Digitalized Financial Recording System; 2) Provision of a Website as a Form of Marketing Strategy and Online Marketing Strategy Training; 3) Provision of Production Supporting Facilities and Infrastructure.
... Digital marketing meruapakan salah satu faktor lain yang juga mempengaruhi loyalitas konsumen. Digital marketing adalah aktivitas mempromosikan dan mencarikan pasar melalui media digital secara online dengan menggunakan berbagai sarana seperti jejaring social (Purwana et al., 2017). Digital marketing itu lahir disebabkan oleh majunya perkembangan teknologi dengan Web 2.0 yang diiringi oleh mobile technology (Kasali, 2011). ...
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This research aims to identify and analyze the influence of digital marketing and service quality on customer loyalty among Gojek users, with a focus on students at the Faculty of Social and Political Sciences (FISIP) at Riau University. The research method used was a survey using a questionnaire distributed to respondents who were Gojek users among FISIP students at Riau University. The data analysis technique used is multiple linear regression. The results of this research show that digital marketing has a significant influence on customer loyalty among Gojek users among FISIP students at Riau University. Apart from that, service quality also has a significant influence on customer loyalty among Gojek users among FISIP students at Riau University. Thus, it can be concluded that both digital marketing and service quality have an important role in forming customer loyalty on the Gojek platform among FISIP students at Riau University. It is hoped that the findings from this research can contribute to the development of digital marketing strategies and improve service quality for Gojek and other similar companies in increasing customer loyalty, especially among FISIP students at Riau University and can also be a reference for further research in the same field.
... Media sosial ialah sebuah wahana yang dapat memberikan berbagai informasi, sehingga terus menerus memposting dan menawarkan produk akan memiliki keefektifan hingga 100% (Hari, SW, & Hadi, 2016). Media sosial bisa digunakan sebagai tempat promosi digital atau digital marketing yang mudah untuk dilakukan (Purwana, Rahmi, & Aditya, 2017). Berdasar dari beragam masalah yang ada, perlu adanya pelatihan mengenai pemanfaatan teknologi digital terutama media sosial untuk memasarkan produk yang dimiliki sehingga dapat membantu dalam peningkatan daya jual dan hasil UMKM Basaman. ...
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Desa Pemakuan, yang berada di Kecamatan Sungai Tabuk, Kabupaten Banjar, Provinsi Kalimantan Selatan, dikenal sebagai penghasil sagu dengan luas wilayah 3,05 km². Produk olahan sagu dari desa ini biasanya dipasarkan secara tradisional di pasar Martapura, Banjarbaru, dan Banjarmasin. Metode penjualan yang terbatas ini menyebabkan produk hanya dikenal oleh pembeli yang datang langsung ke pasar, yang pada akhirnya tidak berdampak signifikan terhadap peningkatan pendapatan UMKM setempat. Meskipun bahan baku sagu melimpah, dibutuhkan inovasi dalam produksi. Salah satu solusi yang ditawarkan adalah pelatihan peluang usaha baru melalui digital marketing untuk membantu UMKM Basamaan di Desa Pemakuan memperluas jangkauan pasar mereka, baik secara online maupun offline, dengan harapan dapat meningkatkan keuntungan. Kegiatan pengabdian ini dilaksanakan secara langsung dengan melibatkan pelaku UMKM Basamaan, di mana mereka dilatih untuk menerapkan digital marketing melalui platform media sosial seperti Whatsapp, Twitter, Instagram, Facebook, dan marketplace, serta membuat video menarik dengan bantuan seorang blogger untuk memperkenalkan produk mereka. Hasil dari kegiatan ini adalah pembuatan website oleh perwakilan masyarakat Desa Pemakuan, yang menampilkan pemasaran produk-produk sagu mereka, baik yang masih mentah maupun yang sudah diolah.
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This research focuses on MSME Partnership Agreements through Digital Platforms to improve the community's economy. This research begins by analyzing arrangements related to MSME partnership agreements through digital platforms in Indonesia. Seeing that there are legal arrangements for partnership agreements, forms of MSME partnership agreements and adequate digital platforms, this encourages researchers to conduct in-depth studies. This research was conducted through a digital platform that is available electronically, with the aim of discovering the reality related to the form of MSME partnerships in Indonesia, especially MSMEs in the Semarang City area, then analyzing the legal arrangements regarding MSME partnership agreements and digital platforms, carried out using a descriptive analysis method. Data collection techniques through direct interviews and documentation. Data analysis used qualitative analysis methods with inductive and reflective logic then described systematically according to the problems studied. Based on the research that has been done, legal arrangements for MSME partnership agreements through digital platforms have not been specifically regulated in statutory provisions. Various laws and regulations that currently exist only regulate matters of a general nature, only mentioning the partnership pattern and the term business partnership for MSMEs. In addition, the legal aspects of the Partnership Agreement through the Digital Platform regarding the content and nature of the agreement are still limited. In practice, partnership agreements through digital platforms cause legal problems for their users, both MSME actors and consumers due to access restrictions and policies by digital platform service providers.
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Pengabdian Kepada Masyarakat (PKM) ini dilaksanakan pada Kelompok Usaha Mikro di Kelurahan Pinokalan Kecamatan Ranowulu Kota Bitung. Permasalahan yang dihadapi adalah pelaku usaha masih menggunakan strategi pemasaran secara konvensional dalam memasarkan produknya sehingga ruang lingkup pemasaran masih terbatas serta minimnya pengetahuan dan keahlian dalam memanfaatkan media sosial khususnya Fecebook sebagai sarana pemasaran sehingga pelaku usaha masih bingung bagaimana cara melakukan pemasaran. Kegiatan yang dilaksanakan berupa sosialisasi dengan metode yang digunakan adalah ceramah, diskusi, serta evaluasi program. Hasil yang dicapai adalah pengetahuan mitra tentang pengenalan sosial media khususnya Facebook, strategi pemasaran online melalui media sosial (Facebook) dalam kegiatan usaha, dan tutorial akun facebook yang digunakan untuk bisnis meningkat. Selain itu, pengetahuan mitra untuk memanfaatkan media sosialnya seperti facebook sebagai sarana meningkatkan bisnis bagi kelompok Usaha Mikro.
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Perkembangan era digitalisasi menuntut UMKM untuk mampu memanfaatkan teknologi yang ada dalam proses pemasaran produknya, salah satunya ialah pemanfaatan media sosial. Kegiatan Pengabdian Masyarakat ini dilaksanakan dalam 3 tahapan, (1) Perkenalan dengan masyarakat, sekaligus evaluasi awal terkait pemahaman masyarakat akan digital marketing; (2) Penyuluhan terkait pemanfaatan media sosial sebagai alat promosi; (3) Sesi tanya-jawab sekaligus evaluasi akhir terkait pemahaman masyarakat setelah dilakukannya penyuluhan. Hasil evaluasi awal terkait pemahaman pemanfaatan media sosial memperoleh nilai rata-rata sebesar 83,53%; sedangkan nilai rata-rata evaluasi akhir setelah diadakannya penyuluhan ialah sebesar 98,33%; ini menunjukkan bahwa terjadi peningkatan sebesar 14,8%. UMKM Masyarakat Desa Denwet hampir seluruhnya memberikan respon positif, sehingga dapat ditarik kesimpulan bahwa kegiatan Pengabdian Masyarakat telah berhasil dilaksanakan.
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UMKM bermanfaat pada meningkatnya daya beli masyarakat dan kesejahteraan ekonomi masyarakat, serta untuk mempromosikan budaya dan tempat wisata yang dapat meningkatkan pendapatan negara pada sektor tersebut. Salah satu pelaku UMKM Semarangan yang merintis usaha di awal tahun 2023 memiliki ide yang cukup kreatif dan inovatif dalam mendesain produk souvenir semarangan dan mendapat respon positif dari pasar. Namun, keterbatasan modal membuat variasi produk terbatas serta kurangnya pemanfaatan digital marketing membuat usaha ini kurang dikenal. Untuk itu, tim pengabdi berupaya memberikan pendampingan yang meliputi, (1) strategi diversifikasi produk meliputi, (2) strategi getok tular elektronik. Produk dari kegiatan pengabdian ini adalah desain-desain diversifikasi produk, tampilan baru sosial media dari UMKM, meliputi Whatsapp business, Instagram, Shopee, Tiktok, dan website UMKM. Dengan begitu, UMKM akan semakin dikenal oleh masyarakat melalui produk yang dihasilkan.
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Barriers to mobility and accessibility are the main factors for people with disabilities in carrying out economic activities. Graha Nawasena House of Hope for Disabilities, Denpasar City, Bali was established to facilitate people with disabilities so they can continue to innovate and inspire their entrepreneurial spirit. In general, this Community Service activity aims to solve problems as well as provide solutions to social and economic problems that occur in society, especially for people with disabilities at Graha Nawasena Denpasar. The aim of this Community Service activity is to develop self-confidence and branding; Optimizing the use of technology; Increasing market accessibility; Promote inclusion and equality
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Objective: This study aims to test and analyse the relationship patterns of digital business-based training, empowerment of MSME actors, digital self-efficacy and digital innovation in creative MSMEs for the achievement of SDGs in MSMEs in West Java and Banten Provinces, Indonesia. Theoretical Framework: Digital literacy is needed so that a person has the ability to access information related to digital-based media. MSMEs are required to have renewable digital-based business methods in order to provide optimal and satisfying services. When MSMEs have high digital literacy through digital-based training, they could increase high self-efficacy. Empowering MSMEs based on digital business is very necessary in the digital era. Human resources in the organisation is expected to have digital competencies (skills, knowledge, attitude). Also, employees are expected to increase digital self-efficacy in order to increase digital innovation and MSME performance in the long term. Method: This study uses quantitative method by distributing questionnaires to 250 natural colour batik MSMEs in West Java and Banten Provinces. 207 questionnaires are filled in completely and then processed with Partial Least Square statistical techniques. Results and Discussion: This study finds that digital-based business training has a significant positive impact on the empowerment of MSME actors, and digital self-efficacy of MSME actors. In addition, empowerment of MSME players has significant positive impact on digital innovation and digital self-efficacy. On the other hand, digital self-efficacy of MSME actors has significant positive impact on digital innovation and is able to mediate the effect of business digital-based training on digital innovation. However, empowerment of MSME actors cannot mediate the effect of business digital-based training on digital innovation. Research Implications: This study provide guidance for the government and MSME empowerment organisations to design more targeted digital-based training. In addition, this study highlights the importance of supporting technological infrastructure and providing wider access to digital technology, especially for creative MSMEs in Indonesia. This study also enriches the literature on the role of digital training on digital empowerment and digital self-efficacy. Likewise, it provides implications for the role of digital empowerment and digital self-efficacy in encouraging digital innovation. Originality/Value: This study offers a business digitalisation empowerment model for creative MSMEs in order to increase digital innovation for creative MSMEs in achieving SDGs in Indonesia. The research model considers digital-based business training, empowerment of MSME players, and digital self-efficacy.
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Mobile Marketing - Bagian ini akan memberikan gambaran singkat mengenai strategi komunikasi digital, khususnya mobile marketing; tentang perkembangan dunia pemasaran, tipe-tipe strategi mobile marketing, juga tentang pentingnya omni-channel marketing, mobile marketing tools, tantangan dan pertimbangan etik dari mobile marketing, disertai contoh-contoh yang relevan. Diharapkan melalui pemahaman mengenai mobile marketing terkait strategi komunikasi digital, pembaca akan lebih mengerti tentang perkembangan yang terjadi di dalam dunia pemasaran, munculnya teknologi baru dan beragam inovasi terkait mobile marketing, serta pertimbangan-pertimbangan terkait tantangan di masa depan, juga etika dan implementasi mobile marketing. Pada bagian akhir akan diberikan beberapa pertanyaan dan materi diskusi yang relevan dengan mobile marketing sebagai bahan evaluasi
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Pesatnya perkembangan teknologi semakin meluas dengan adanya dunia digital dan internet yang berimbas pada dunia pemasaran. Tren pemasaran di dunia beralih dari yang semula konvensional (offline) menjadi digital (online). Kopi Papa Ganteng merupakan salah satu Coffee Shop di Kota Kupang yang telah ada sejak tahun 2018. Selain memiliki nama yang cukup unik dan menarik, Kopi Papa Ganteng juga memiliki sosial media berupa akun Instagram sebagai tempat mereka memasarkan produk secara online. Saluran media digital yang dimiliki oleh Kopi Papa Ganteng adalah telah menggunakan maps untuk memudahkan konsumen, apabila konsumen menulis nama Kopi Papa ganteng di mesin pencari Google maka akan muncul semua informasi terkait Kopi Papa Ganteng, Kopi Papa Ganteng juga memiliki iklan yang menarik dengan hasil gambar dan editan yang kreatif dan persuasif untuk diunggah di sosial media facebook dan instagram. Selain itu, untuk memudahkan konsumen, Kopi Papa Ganteng juga telah menjadi mitra dari transportasi online yaitu Grab Food sehingga konsumen dapat melakukan pembelian tanpa harus datang ke tempat Kopi Papa Ganteng. Hal ini menunjukkan bahwa ada beberapa bagian dari 6 saluran utama digital marketing yang digunakan oleh Kopi Papa Ganteng. Hasil pengamatan dan wawancara yang dilakukan kepada 9 orang konsumen dan 1 orang pemilik menunjukkan bahwa Digital marekting yang digunakan Coffee Shop Papa Ganteng yaitu menggunakan media sosial instagram, facebook dan google sebagai sarana untuk promosi, memberikan kritik dan saran serta memberikan informasi tentang tempat-tempat baru. Kreatif iklan yang dihasilkan oleh Coffee Shop Papa Ganteng yaitu originalitas dengan tag line yang diciptakan, kreativitas dalam membuat foto dan video, keunikan nama bisnis dan menu untuk mempengaruhi konsumen. Kata Kunci : Digital Marketing, Kreatif Iklan, UKM, Coffee Shop.
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Perkembangan Usaha Mikro Kecil dan Menengah (UMKM) menjadi stagnan di masa pandemi Covid-19. Banyak sekali UMKM mengalami penurunan penjualan dan tidak bisa berkembang bahkan hampir mengalami kebangkrutan. Kondisi tersebut membuat para pelaku UMKM harus berfikir untuk bisa tetap bertahan demi kelangsungan usahanya. Di masa pandemi Covid-19 banyak konsumen mengurangi interaksi di luar rumah dengan menjaga jarak guna memutus rantai penyebaran virus Covid-19. Pelaku UMKM dapat melanjutkan usahanya dengan tetap memenuhi kebutuhan konsumen di masa pandemi dengan mengalihkan pembelian secara online. Beralihnya pembelian secara offline menjadi online (digital), akan mempermudah pelaku UMKM dalam memperluas akses pemasaran. Peran teknologi digital memiliki pengaruh yang signifikan terhadap UMKM. Paradigma teknologi yang muncul memanfaatkan potensi UMKM yang lebih kuat serta berkelanjutan. Social media dan E-commerce dapat menjadi wadah penjualan pelaku UMKM. Diketahui bahwa pelaku UMKM belum mengikuti perkembangan digital secara maksimal, terutama karena kurangnya pengetahuan tentang digital marketing. Tujuan program pengabdian kepada masyarakat pada UMKM di BUMDES serdang tirta kencana yaitu untuk memberikan pendampingan dan pelatihan digital marketing sebagai upaya pengembangan dan perluasan jaringan pemasaran berbasis teknologi (digital). Setelah melakukan pengabdian ini, diharapkan pelaku UMKM di BUMDES Serdang Tirta kencana akan terus bersinergi demi keberlangsungan UMKM dan pengembangan ekonomi.
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For grocery stores in the Genteng area of Surabaya, digital technology, particularly in branding and digital marketing, can address the challenges faced by micro, small, and medium businesses in promoting and showcasing their products to potential customers. These stores have significant potential due to Genteng's strategic location and dense population. However, a major obstacle is the lack of understanding of digital advertising strategies and nuances, which hampers the growth of grocery stores and their ability to compete with modern retail companies. Observations and discussions with grocery store owners revealed this issue, prompting researchers to develop a research methodology and analysis of the existing challenges. Solutions offered include logo improvements, support with design and management of social media accounts and content, creation and management of marketplace accounts, and providing insights on Instagram advertising to business owners. With these various solutions, it is anticipated that grocery store entrepreneurs can compete effectively and keep pace with the rapid advancements in technology.
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The purpose of this University of Riau KKN activity is to provide assistance to UMKM in terms of utilizing digital technology to market products and improve product branding, especially for UMKM in Sungai Siput Village. There are 3 UMKM in Sungai Siput Village, namely UMKM that sell oyster mushrooms, handicrafts and herbal medicine, which are experiencing a decline in sales so they need to implement new strategies, one of which is product branding and digital marketing. Assistance is provided to utilize technology to increase sales, create logo designs for social media and also to be used on packaging, so that people can get to know the product itself better. The result of this activity is the formation of a new logo and a new name for product branding from UMKM. Apart from that, UMKM owners also receive education regarding the theory of digital product marketing through effective and targeted social media.
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This study aims to determine and analyze how much influence the variety of products and product quality has on purchasing decisions at UMKM Kencana Salted Eggs Wanasari Brebes. The approach used in this research is a quantitative approach. The sampling technique in this study was Nonprobability sampling, with the sampling method used being Incidental sampling. With the number of samples used as many as 100 respondents. The results in this study show: (1) product variety has a positive and significant effect on purchasing decisions. This is based on the tcount value of 12.044 and the t table of 1.985 or 12.044> 1.985 with a significance value of 0.000 <0.05. (2) product quality has a positive and significant effect on purchasing decisions. This is based on the tcount value of 2.641 and the ttable of 1.985 or 2.641> 1.985 with a significance value of 0.010 <0.05. (3) simultaneously the variable product variety and product quality have an effect on purchasing decisions. This is supported by the value of Fhitung> Ftabel, namely 1138.470> 3.089 with a significance value of 0.000 <0.05 and a coefficient of determination (R Square) of 0.959. From this figure it means that product variety and product quality affect purchasing decisions by 95.9%. Meanwhile, the remaining 4.1% is influenced by other variables not included in the study.
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Plosokerep is one of the sub-districts in Blitar City which has the potential for various MSMEs, especially entrepreneurs and home industries. This business has become the livelihood of the people in Plosokerep Village, Sananwetan District, Blitar City. In Plosokerep District itself, many MSMEs are innovating in opening their businesses but are not maximizing the potential of social media as one of their markets. Fahmi Jaya Kue, namely the use of the brand has not been maximized, even though it has been around for a long time and has received many orders from consumers. Small, medium and micro businesses pay little attention to the use of social media to promote Fahmi Jaya Kue's business, so that Fahmi Jaya Kue's regular customers are few, and product marketing has not expanded. product brand knowledge. Therefore, the people around Blitar City, especially Plosokerep Village, do not yet have many products and brands from small, medium and micro businesses that are known by the village community. All one has to do is create social media, marketplace and website.
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Perkembangan teknologi informasi telah mengubah lingkup dunia pemasaran dalam beberapa tahun terakhir ini. Metode pemasaran yang sebelumnya bersifat tradisional dan konvensional, kini telah terintegrasi dalam dunia digital. Tak terlepas bagi para pelaku usaha yang baru. Sweet Banana menggunakan alat analisis SWOT dan strategi pemasaran STP untuk menentukan segmentasi, target dan posisi produk melalui analisis SWOT dengan pemanfaatan digital marketing. Tujuan penelitian ini adalah pemanfaatan digital marketing untuk memperoleh pasar yang lebih luas di Kota Palu sehingga dapat menghasilkan keuntungan untuk keberlanjutan usaha Sweet Banana. Teknik analisa data yang digunakan adalah mastriks SWOT serta strategi pemasaran STP. Hasil dari penelitian adalah pemanfaatan digital marketing memberikan dampak positif pada pengembangan jaringan pemasaran usaha Sweet Banana dibuktikan dengan perolehan omset melebihi target yang ditentukan
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Produk beersertifikat halal adalah salah satu yang bukti kehalalan suatu produk. Keunggulan produk dengan bersertifikat halal mampu meningkatkan kepercayaan konsumen dan meningkatkan nilai jual produk. penelitian ini bertujuan untuk mengetahui strategi pemasaran makanan olahan halal di desa Sumber Kecamatan Sanankulon Kabupaten Blitar. Metode penelitian menggunakan startegi analisis SWOT yaitu untuk mengetahui Kekuatan, kelemahan, peluang dan ancaman dalam pemasaran produk makanan olahan dan untuk mengetahui strategi yang tepat untuk mendpatkan peluang yang ada dan meningkatkan nilai jual produk. Hasil penelitian ini yaitu kekuatannya yaitu banyak produk makan olahan yang berkualitas, kelemahanya kurangnya pemahan tentang produk bersertifikat halal, peluangnya, produk bersertifikat halal merupkan kebutuhan bagi konsumen muslim, ancaman banyak produk-produk yang sudah bersertifikat halal. Strategi pemasaran yang dapat dilakukan oleh UMKM Desa Sumber adalah Startegi SO (Strengths-Opportunities ) yaitu memanfaatkan kekuatan dan peluang, dengan cara memberikan sosialisasi dan pemahaman serifikasi halal produk dan sertifikasi halal produk, harapanya dengan produk yang sudah memiliki sertifikat halal dengan dibuktikan adanya label halal pada produk bisa meningkatkan kepercayaan pelaku usaha untuk mengembangkan usahanya, mampu bersaing dipasar, meningkatan kepercayaan dan meningkatkan daya beli kosumen.
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Group KKN-T MBKM UPN "Veteran" East Java conducted digital marketing training and assistance to Mr. Suparno's MSMEs Furniture business located in Nglebak Village, Bareng District, Jombang Regency. The purpose of this community service activity is to develop Pak Suparno's furniture business by providing insight into marketing strategies that initially used traditional methods, changing along with existing technological developments. In solving the MSME furniture problem owned by Mr. Suparno, training methods and Focus Group Discussion (FGD) were used by providing material presentation on the importance of the role of digital marketing for the development of a business, providing tutorials for creating accounts on digital media such as Shopee and Instagram to market their products. With this community service activity, it is hoped that it can provide benefits for MSME actors in Nglebak Village, namely adding insight to develop their business by marketing and selling products through e-commerce and social media as a place to introduce products.
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