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All Journal Al-tsaman : Jurnal Ekonomi dan Keuangan Islam Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam POTENSI: Jurnal Pengabdian Masyarakat Ekonomi dan Bisnis
Yulinda Darwiyanti
Institut Agama Islam Riyadlotul Mujahidin Ngabar Ponorogo
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Mechanical Engineering Social Sciences Other

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Pemberdayaan UMKM Tempe melalui Inovasi Produk dan Strategi Pemasaran Digital di Desa Joho Kabupaten Wonogiri Yulinda Darwiyanti; Chindi Nur Laili; Rony Nursanto
Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam Vol. 8 No. 1 (2026): Jurnal Pengabdian kepada Masyarakat Politeknik Negeri Batam
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/abdimaspolibatam.v8i1.12676

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in boosting the local economy, particularly in rural areas. One emerging business opportunity in Joho Village, Purwantoro Subdistrict, Wonogiri Regency, is tempeh production, which is managed by local residents on a household scale. However, tempe MSME operators still face various challenges, such as limited product innovation, unattractive packaging, and marketing that remains conventional, resulting in relatively low product competitiveness. This study aims to analyze efforts to empower tempe MSMEs through product innovation and the implementation of digital marketing strategies to enhance business competitiveness and the village economy. The method used is a qualitative descriptive approach with data collection techniques through observation, interviews, documentation, as well as the implementation of training and mentoring for SME operators. The results of the study indicate that empowerment activities conducted through product innovation training, improved packaging quality, and the utilization of social media as a digital marketing tool are capable of enhancing the knowledge and skills of business operators in developing their businesses. Product innovations such as tempe chips, frozen tempe, and other tempe-based products add value to the goods produced. In addition, the implementation of digital marketing can expand market reach and increase consumer interest in tempe products from MSMEs. In conclusion, empowering MSMEs through product innovation and digital marketing strategies can be an effective step in enhancing business competitiveness and driving economic growth in the community of Joho Village, Wonogiri Regency. Keywords— SME Empowerment, Product Innovation, Digital Marketing, Rural Economy
Optimalisasi Pemasaran Digital dalam Pemberdayaan Masyarakat melalui Pengembangan Kerajinan Bambu dan Rotan Berbasis Ekonomi Kreatif di Kecamatan Purwantoro Kabupaten Wonogiri Yulinda Darwiyanti
POTENSI: Jurnal Pengabdian Masyarakat Ekonomi dan Bisnis Vol. 2 No. 2: Juni 2026
Publisher : Universitas Pembangunan Nasional Veteran Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/potensi.v2i2.69

Abstract

This community service initiative aims to optimize digital marketing for community empowerment through the development of bamboo and rattan crafts based on the creative economy in Purwantoro District. The main challenges faced include low digital literacy, limited market access, and the continued reliance on conventional marketing methods. The implementation method employs a Participatory Action Research (PAR) approach through the stages of problem identification, training, mentoring, and evaluation. The program includes training in digital marketing, creative content creation, social media management, and the utilization of online marketplaces. The results of the activities showed an improvement in the community’s digital capabilities, an expansion of marketing reach, and increased interaction with consumers. Additionally, there were changes in branding and product innovation that better align with market needs. Thus, the optimization of digital marketing has proven effective in enhancing the competitiveness and economic self-reliance of the community based on local potential.Kegiatan pengabdian kepada masyarakat ini bertujuan untuk mengoptimalkan pemasaran digital dalam pemberdayaan masyarakat melalui pengembangan kerajinan bambu dan rotan berbasis ekonomi kreatif di Kecamatan Purwantoro. Permasalahan utama yang dihadapi adalah rendahnya literasi digital, keterbatasan akses pasar, serta masih digunakannya metode pemasaran konvensional. Metode pelaksanaan menggunakan pendekatan Participatory Action Research (PAR) melalui tahapan identifikasi masalah, pelatihan, pendampingan, serta evaluasi. Program yang dilaksanakan meliputi pelatihan pemasaran digital, pembuatan konten kreatif, pengelolaan media sosial, dan pemanfaatan marketplace. Hasil kegiatan menunjukkan adanya peningkatan kemampuan digital masyarakat, perluasan jangkauan pemasaran, serta peningkatan interaksi dengan konsumen. Selain itu, terjadi perubahan pada aspek branding dan inovasi produk yang lebih sesuai dengan kebutuhan pasar. Dengan demikian, optimalisasi pemasaran digital terbukti efektif dalam meningkatkan daya saing dan kemandirian ekonomi masyarakat berbasis potensi lokal.
PEMASARAN KUE CUCUR CERIA MELALUI OTR (ON THE ROAD) DI KABUPATEN PONOROGO BERDASARKAN PRINSIP SYARIAH YULINDA DARWIYANTI; Tri Eka Pujilestari
Al-tsaman : Jurnal Ekonomi dan Keuangan Islam Vol 8 No 01 (2026): MEI
Publisher : INAIFAS Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62097/al-tsaman.v8i01.2982

Abstract

This study aims to determine the marketing strategy of Ceria Cucur cakes through OTR (On The Road) in Ponorogo Regency. The focus of this study is to understand the role of OTR (On The Road) in increasing sales. This study uses a qualitative research method that focuses on facts that occur in the field with an inductive and descriptive or explanatory approach. Data was collected through interviews with the owner of Cucur Ceria cakes. The findings of this study indicate that with SWOT analysis, marketing Cucur Ceria cakes through OTR can increase sales turnover, identify areas with high demand for opening new branches, eliminate the need for renting a place, and reach more customers. The results of this study also show that selling through OTR has many challenges and shortcomings, such as competitors who dislike sellers conducting OTR in their areas, unfavorable weather for selling, and not having a comfortable place when conducting OTR (On The Road).
Co-Authors Chindi Nur Laili Rony Nursanto Tri Eka Pujilestari