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All Journal Diklat Review : Jurnal manajemen pendidikan dan pelatihan
Howardi Visza Adha
Fakultas Ekonomi dan Bisnis Universitas Baiturrahmah, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PENINGKATAN DAYA SAING UMKM MELALUI PENERAPAN MANAJEMEN PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL DI PAUH, KOTA PADANG David Malik; Harry Wahyudi; Howardi Visza Adha; Amrullah Amrullah; Edi Suandi; Mya Yuwanita Suhanda
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2813

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving the local economy in Pauh District, Padang City. However, their development still faces marketing challenges, primarily because most businesses rely on conventional methods and have not yet fully utilized social media. Limited digital marketing knowledge, skills, and strategies result in low competitiveness in an increasingly competitive market. This Community Service Program aims to improve the competitiveness of MSMEs through the implementation of social media-based digital marketing management. Activities are implemented using a participatory approach through training, hands-on practice, and ongoing mentoring. The materials cover basic digital marketing concepts, engaging content creation, promotional and consumer interaction strategies, and simple marketing performance evaluations. The expected outcome is increased competency among MSMEs in managing social media accounts in a structured manner, expanding market reach, and increasing sales. Program outputs include training modules, activity reports, more effective social media account management, and scientific publications. On an ongoing basis, this program is expected to drive the digital transformation of MSMEs and strengthen local economic growth
PENDAMPINGAN STRATEGI MANAJEMEN PEMASARAN TERPADU UNTUK MENINGKATKAN PENJUALAN UMKM LOKAL DI PAUH, KOTA PADANG Harry Wahyudi; David Malik; Howardi Visza Adha; Amrullah Amrullah; Edi Suandi; Mya Yuwanita Suhanda
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2814

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting the local economy in Pauh District, Padang City. However, most MSMEs still face challenges in marketing management, particularly in developing and implementing well-planned, integrated, and sustainable strategies. Marketing activities tend to be conventional and sporadic, without clear planning, and without integrating offline and digital marketing. This situation results in low sales and limited market reach. This Community Service Program aims to increase sales and competitiveness of MSMEs through integrated marketing management strategy assistance. The methods used include training, hands-on practice, and ongoing assistance, emphasizing the integration of conventional and digital marketing. The activity begins with identifying partner needs, followed by training in marketing management concepts, market analysis, and developing strategies tailored to business characteristics. Partners are then assisted in implementing offline promotions, utilizing social media, and creating engaging marketing content, along with monitoring and evaluation. The expected results are increased capacity of MSMEs, the development of integrated marketing strategies, increased sales, and the strengthening of sustainable business competitiveness
PENERAPAN MANAJEMEN PEMASARAN BERBASIS DIGITAL MARKETPLACE UNTUK MEMPERLUAS JANGKAUAN PASAR UMKM DI PAUH, KOTA PADANG Harry Wahyudi; David Malik; Howardi Visza Adha; Amrullah Amrullah; Edi Suandi; Mya Yuwanita Suhanda
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 2 (2024): Pemberdayaan UMKM, Inovasi Pendidikan, dan Penguatan Kapasitas Masyarakat dalam
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i2.2816

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the local economy in Pauh District, Padang City. However, most MSMEs still face obstacles in expanding their market reach due to limited effective marketing strategies. Marketing activities are still dominated by conventional methods, resulting in suboptimal utilization of digital technology, particularly digital marketplaces. This situation results in low product competitiveness and limited market access. This community service program aims to implement digital marketplace-based marketing management to expand the market reach of MSMEs. The focus of the activity is to increase the capacity of business actors in understanding and managing digital marketing through marketplace platforms. The main challenges faced by partners include low digital literacy, limited skills in managing online stores, and a limited understanding of integrated digital marketing strategies. The implementation method is participatory and applied through the stages of needs identification, digital marketing management training, mentoring in creating and managing marketplace accounts, and monitoring and evaluation. Materials cover digital marketing concepts, product and content management, promotional strategies, and online customer service. The expected results are improved MSME skills in utilizing marketplaces, the establishment of active online stores, and the expansion of market reach and sustainable sales potential
PENGUATAN MANAJEMEN PEMASARAN UMKM MELALUI PELATIHAN PROMOSI DAN ANALISIS PERILAKU KONSUMEN DI PAUH, KOTA PADANG Harry Wahyudi; David Malik; Howardi Visza Adha; Amrullah Amrullah; Edi Suandi; Mya Yuwanita Suhanda
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 9 No. 2 (2025): Inovasi Pengembangan UMKM, Penguatan SDM, dan Transformasi Berbasis Teknologi u
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v9i2.2841

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam mendukung perekonomian masyarakat di Kecamatan Pauh, Kota Padang. UMKM tidak hanya berfungsi sebagai sumber pendapatan bagi pelaku usaha, tetapi juga sebagai penggerak ekonomi lokal dan pencipta lapangan kerja. Namun, perkembangan UMKM masih menghadapi berbagai kendala, khususnya dalam aspek manajemen pemasaran. Permasalahan utama yang sering dihadapi adalah rendahnya kemampuan pelaku UMKM dalam melakukan promosi yang efektif serta minimnya pemahaman terhadap perilaku konsumen. Sebagian besar UMKM masih menerapkan strategi pemasaran secara konvensional dan belum berbasis pada analisis kebutuhan, preferensi, dan pola perilaku konsumen. Akibatnya, promosi yang dilakukan kurang tepat sasaran dan belum mampu meningkatkan daya saing produk secara optimal. Selain itu, keterbatasan literasi pemasaran dan kurangnya pendampingan menyebabkan UMKM belum mampu mengevaluasi efektivitas promosi yang dilakukan. Program pengabdian masyarakat ini bertujuan untuk memperkuat manajemen pemasaran UMKM melalui pelatihan promosi dan analisis perilaku konsumen. Kegiatan difokuskan pada peningkatan pengetahuan dan keterampilan pelaku UMKM dalam memahami karakteristik konsumen serta menyusun strategi promosi yang tepat. Metode pelaksanaan menggunakan pendekatan partisipatif dan aplikatif melalui pelatihan, diskusi, dan pendampingan langsung kepada mitra UMKM. Materi pelatihan meliputi konsep dasar manajemen pemasaran, teknik promosi yang efektif, pengenalan perilaku konsumen, serta cara sederhana menganalisis kebutuhan dan preferensi pelanggan. Pelaku UMKM juga didampingi dalam menyusun strategi promosi yang sesuai dengan karakteristik produk dan target pasar. Pendampingan berkelanjutan dilakukan untuk memastikan penerapan hasil pelatihan dalam kegiatan usaha sehari-hari. Luaran yang diharapkan dari program ini adalah meningkatnya kapasitas UMKM dalam mengelola pemasaran secara lebih terarah dan berorientasi pada konsumen. Dengan pemahaman yang lebih baik terhadap perilaku konsumen, UMKM diharapkan mampu merancang promosi yang efektif, meningkatkan penjualan, dan memperkuat daya saing usaha. Dalam jangka panjang, program ini diharapkan berkontribusi pada keberlanjutan UMKM dan penguatan ekonomi lokal di Kecamatan Pauh, Kota Padang
Co-Authors Amrullah Amrullah David Malik Edi Suandi Harry Wahyudi Mya Yuwanita Suhanda