Pemberdayaan UMKM Rumput Laut melalui Pelatihan Digital Marketing: Inovasi untuk Penguatan Ekonomi Lokal Desa Ekas, Kecamatan Jerowaru, Kabupaten Lombok Timur

Dilla Afriansyah - Universitas Mataram
Zainuri Zainuri - Universitas Mataram
Rini Nofrida - Universitas Mataram
Qabul Utama - Universitas Mataram
Ines Anggraini - Universitas Mataram
Made Pertiwi - Universitas Mataram
Novia Rahayu - Universitas Mataram
Rucitra Widyasari - Universitas Mataram
Fuad Isnain - Universitas Mataram
Nadia Hasanah - Universitas Mataram

Abstract


This community engagement program aimed to enhance the digital marketing capacity of seaweed-based MSME actors in Ekas Village, Jerowaru District, East Lombok Regency through a participatory-based training approach. Conducted in August 2025, the program involved 30 participants. The training was structured into four stages: needs assessment, development of training modules, implementation of a digital marketing workshop, and evaluation using pre–post tests. The materials covered digital marketing strategies, visual content creation, the use of Instagram and WhatsApp Business, and brand identity strengthening. Evaluation results showed a 42% increase in participants’ understanding after the training. In addition, participants began independently applying digital marketing strategies, including creating promotional content, using business accounts, and developing digital catalogs. This program generated positive impacts such as increased product visibility and strengthened marketing networks for seaweed products. It is recommended that the program be continued through sustained mentoring and multi-stakeholder collaboration to support local economic resilience.

ABSTRAK

Kegiatan pengabdian ini bertujuan meningkatkan kapasitas digital marketing pelaku UMKM Rumput Laut di Desa Ekas, Kecamatan Jerowaru, Kabupaten Lombok Timur melalui pelatihan berbasis partisipatif. Kegiatan dilaksanakan pada Agustus 2025 dan melibatkan 30 peserta. Pelatihan dirancang dalam empat tahapan: analisis kebutuhan, penyusunan modul pelatihan, implementasi workshop digital marketing, serta evaluasi berbasis pre–post test. Materi mencakup strategi pemasaran digital, pembuatan konten visual, pemanfaatan Instagram dan WhatsApp Business, serta penguatan identitas merek (branding). Hasil evaluasi menunjukkan adanya peningkatan pemahaman peserta sebesar 42% setelah pelatihan. Selain itu, peserta mulai menerapkan strategi digital marketing secara mandiri, termasuk pembuatan konten promosi, penggunaan akun bisnis, dan penyusunan katalog digital. Kegiatan ini memberikan dampak positif berupa peningkatan visibilitas produk rumput laut serta penguatan jejaring pemasaran. Program ini direkomendasikan untuk dilanjutkan melalui pendampingan berkelanjutan dan kolaborasi multi-stakeholder guna mendukung ketahanan ekonomi lokal.

Keywords


MSMEs Digital Marketing Seaweed Branding Community service / UMKM Digital Marketing Rumput Laut Branding Pengabdian masyarakat

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DOI: https://doi.org/10.59818/jpm.v5i6.2354