Pendampingan Pemasaran Digital bagi UMKM Gula Merah dan Tempe Melalui Edukasi dan Pelatihan Media Sosial
Keywords:
Digital Marketing; Media Sosial; Pendampingan; UMKM.Abstract
UMKM memiliki peran penting dalam perekonomian, namun masih menghadapi kendala pada aspek pemasaran digital. Permasalahan tersebut dialami oleh UMKM gula merah aren milik Ibu Masnawati dan UMKM Tempe Mas Ari yang masih mengandalkan penjualan langsung dan promosi dari mulut ke mulut. Kegiatan pengabdian ini bertujuan meningkatkan kemampuan mitra dalam memanfaatkan pemasaran digital untuk memperluas jangkauan pasar. Metode yang digunakan meliputi observasi, koordinasi, sosialisasi, edukasi, pelatihan, pendampingan, dan evaluasi melalui wawancara serta observasi. Materi mencakup pemanfaatan media sosial, teknik fotografi produk, penyusunan informasi produk, pembuatan poster, video promosi menggunakan CapCut, serta publikasi konten melalui WhatsApp dan Facebook. Hasil kegiatan menunjukkan peningkatan pengetahuan dan keterampilan mitra dalam menghasilkan konten promosi digital serta memanfaatkan media sosial sebagai sarana pemasaran. Selain itu, mitra mulai secara mandiri mendokumentasikan proses produksi sebagai konten promosi. Kegiatan ini berkontribusi dalam meningkatkan literasi pemasaran digital dan berpotensi mendukung perluasan pasar serta keberlanjutan usaha berbasis potensi lokal.
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