Pendampingan Digital Marketing sebagai Katalis Transformasi Digital Melalui Integrasi E-Commerce dan Media Sosial untuk UMKM Tas Rajut Ibu Iyat dan Basreng Mang Oman
Abstract
MSMEs have an important role in the Indonesian economy, but many of them have not utilised digital technology well. This research and PKM activity aims to help MSMEs Tas Rajut Ibu Iyat and Basreng Mang Oman utilise digital marketing strategies that combine e-commerce and social media. This study provides knowledge regarding the impact of intensive mentoring in improving their competitiveness in the digital market, although many MSMEs still lag behind in digital transformation. Data from the MSMEs involved were collected through an analytical descriptive approach, which utilised observation, interview, and focus group discussion (FGD) methods and was conducted in a collaborative and participatory manner. The results of this PKM activity show that digital marketing assistance increases consumer engagement, market reach, and operational efficiency. Some of the key findings from the study include an increase in the number of social media followers, increased sales through e- commerce platforms, and increased consumer interaction on digital platforms. This PKM activity was limited to MSMEs and a limited study area, so further studies can explore more MSMEs and dig deeper into the adoption of digital technology in a broader context. The conclusion of this PKM activity shows that digital marketing assistance can help MSMEs improve their competitiveness in the digital economy. This is relevant to the theory and practice of business management as well as digital marketing.
ABSTRAK
UMKM memiliki peran penting dalam perekonomian Indonesia, tetapi banyak dari mereka belum memanfaatkan teknologi digital dengan baik. Penelitian dan kegiatan PKM ini bertujuan untuk membantu UMKM Tas Rajut Ibu Iyat dan Basreng Mang Oman menggunakan strategi digital marketing yang menggabungkan e-commerce dan media sosial. Studi ini memberikan pengetahuan terkait dampak pendampingan intensif dalam meningkatkan daya saing mereka di pasar digital, meskipun banyak UMKM masih tertinggal dalam transformasi digital. Data dari UMKM yang terlibat dikumpulkan melalui pendekatan deskriptif analitis, yang menggunakan metode observasi, wawancara, dan diskusi kelompok terfokus (FGD) serta dilakukan secara kolaboratif dan partisipati. Hasil kegiatan PKM ini menunjukkan bahwa pendampingan digital marketing meningkatkan keterlibatan konsumen, jangkauan pasar, dan efisiensi operasional. Beberapa temuan penting dari studi ini termasuk peningkatan jumlah pengikut media sosial, peningkatan penjualan melalui platform e-commerce, dan peningkatan interaksi konsumen di platform digital. Kegiatan PKM ini terbatas pada UMKM dan wilayah studi yang terbatas, sehingga studi lanjutan dapat mengeksplorasi lebih banyak UMKM dan menggali lebih dalam tentang adopsi teknologi digital dalam konteks yang lebih luas. Kesimpulan kegiatan PKM ini menunjukkan bahwa pendampingan digital marketing dapat membantu UMKM meningkatkan daya saing mereka dalam ekonomi digital. Ini relevan dengan teori dan praktik manajemen bisnis serta pemasaran digital.
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DOI: https://doi.org/10.59818/jpm.v4i5.834