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Mustanir, Ahmad
Universitas Muhammadiyah Sidenreng Rappang
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TRANSFORMASI PROMOSI UMKM KULINER MELALUI MEDIA DIGITAL: RANGKAIAN PENDAMPINGAN DESAIN, PEMETAAN, DAN MANAJEMEN SOSIAL MEDIA Astuti, Yayuk; Tamrin, Muh; R Kasau, Nurzin; Mustanir, Ahmad; Rahmat, Muhammad Rais; Jumiati, Jumiati; Nurwidah, Andi; Nurlaelah, Nurlaelah; Isumarni, Isumarni; Febrianti, Devi
Journal of Community Empowerment Vol 4, No 2 (2025): September (in Progress)
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jce.v4i2.34517

Abstract

ABSTRAK                                                                            Usaha Menengah Kecil Mikro (UMKM) kuliner memiliki peran penting dalam memperkuat perekonomian lokal, namun sebagian besar masih menghadapi kendala dalam promosi digital dan keterjangkauan pasar. Permasalahan utama yang dihadapi pelaku UMKM kuliner di Desa Pattondon Salu, Kecamatan Dua Pitue, Kabupaten Sidenreng Rappang adalah rendahnya kemampuan promosi digital dan keterbatasan pemanfaatan media sosial sebagai sarana pemasaran. Kondisi ini berdampak pada rendahnya jangkauan pasar dan daya saing produk kuliner lokal. Kegiatan pengabdian ini bertujuan untuk meningkatkan kapasitas pelaku UMKM dalam mengelola promosi digital melalui pendampingan desain konten, pendaftaran usaha di Google Maps, serta manajemen akun media sosial. Metode pelaksanaan meliputi tahapan observasi awal, pelatihan interaktif, dan pendampingan berkelanjutan dengan pendekatan partisipatif. Mitra sasaran kegiatan ini adalah 10 pelaku UMKM kuliner di Desa Pattondon Salu yang aktif memproduksi dan menjual produk makanan lokal. Hasil kegiatan menunjukkan peningkatan signifikan dalam keterampilan desain konten digital (rata-rata peningkatan 65%), seluruh UMKM telah terdaftar di Google Maps, serta peningkatan visibilitas dan interaksi pada media sosial sebesar 50%. Kegiatan ini membuktikan bahwa pendampingan berbasis digital mampu memperkuat promosi produk lokal dan memperluas akses pasar bagi UMKM desa. Kata kunci: UMKM kuliner; promosi digital; media sosial; Google Maps; pemberdayaan masyarakat ABSTRACTMicro, Small, and Medium Enterprises (MSMEs) in the culinary sector play a crucial role in strengthening the local economy; however, most still face challenges in digital promotion and market accessibility. The main problem faced by culinary micro, small, and medium enterprises (MSMEs) in Pattondon Salu Village, Dua Pitue Sub-district, Sidenreng Rappang Regency is the limited ability to promote their products digitally and to utilize social media as a marketing tool. This condition has resulted in low market reach and competitiveness of local culinary products. This community service program aims to enhance the digital promotion capacity of MSME actors through training in content design, business registration on Google Maps, and social media management. The implementation method consisted of several stages, including preliminary observation, interactive training, and continuous mentoring using a participatory approach. The target partners were ten culinary MSME owners actively engaged in producing and selling local food products in Pattondon Salu Village. The results show a significant improvement in participants’ digital content design skills (average increase of 65%), all MSMEs successfully registered on Google Maps, and an average 50% growth in social media visibility and engagement. This program demonstrates that digital-based mentoring can effectively strengthen local product promotion and expand market access for rural MSMEs. Keywords: culinary MSMEs; digital promotion; social media; Google Maps; community empowerment
Co-Authors A Astinah Adnan A. Feby Febriani Abdul Jabbar Abdul Jabbar Adam Latif Adam Latif Adam Latif Adji Suradji Muhammad Adnan, Andi Astinah Akhmad Yasin Akhmad Yasin Akhwan Ali Aksal Mursalat Aksan, Muhammad Andi Asmawati AR Andi Astinah Adnan Andi Ayu Nurnawati Andi Ilham Muchtar Andi Masrich Andi Riska Andreani Syafaruddin Andi Uceng Angga Nugraha Anggun Pertiwi AR, Trisnawati Asrifan, Andi Aswadi Aswadi Barisan Barisan Barisan Barisan, Barisan D, Herman Dema, Herman Dwi Resqi Pramana, Andi Ecca, Suleha Efendy R, Rustam Eka Anugrah Eka Suswaini Erfina Erfina Erfina, Erfina fatimah Fatimah Fatimah Fatimah Febrianti, Devi Fenny Hasanuddin Firman Firman Firman Firman Fitriani S Goso Goso Haeruddin Haeruddin Haeruddin Syarifuddin Haeruddin Syarifuddin Hardianti Hardianti, Hardianti Hariyanti Hamid Hartati Hartati Herman Herman Dema Herman, Bahtiar Ibrahim, Monalisa Ilham Ilham Irmawati Irmawati Irwan Irwan Irwan Irwan Irwan Irwan Irwan Irwan, Muh. Isumarni, Isumarni Jamaluddin Ahmad Jermsittiparsert, Kittisak Jisam Jisam Jumiati Jumiati Jumiati Lanta Juniati Juniati Jusman Jusman Jusman Tang Kahar, Abd. Kamal, Kamal Kasau, M. Nursin R Khaeriyah Adri Khaeriyah Adri Kittisak Jermsittiparsert Kittisak Wongmahesak Latif, Adam Latif, Adam M Nurzin M. Nurzin Manda, Ibrahim Mansur, Musdalifa Mardhatillah Maulidah, Muhammad Ardiansyah Monalisa Ibrahim Monalisa Ibrahim Monalisa Ibrahim Muh Awalil Resky S Muh Sutrisno Muh. Awalil Resky S. Muh. Rais Rahmat Razak Muh. Tamrin Muh. Yusuf Putra Pratama Muhammad Hanafi Muhammad Ikbal Muhammad Nur Muhammad Rais Rahmat Muhammad Rais Rasak Muhammad Rusdi Muhammad Safar Akbari Muhammad Safar Akbari Muliani S Mustapa, Rasdiana Nadia Azzahra Nisa, Nurul Ainun Nur Alizah P Nuraini K Nurlaelah Nurlaelah, Nurlaelah Nurul Ainun Nisa Nurul Ainun Nisa Nurul Fitrah Nurul Qalbi Nurwidah, Andi Nurzin Nurzin Pratama, Muh. Yusuf Putra R Kasau, Nurzin Rais Rahmat Ramlan, Pratiwi Reski Ramdana Rifni Nikmat Syarifuddin Riska Sabir S, Muliani Saifullah Saifullah Saifullah Sam Hermansyah Sam, Muliani Samad, Zainuddin Sandi Lubis sapri sapri Sapri Sapri Sellang, Kamaruddin Sofyan Sofyan Sofyan Sofyan Sucahyo Heriningsih Suharto Suharto Sukri Sukri sukri Sukri, sukri Sunandar Said Sundari Sundari Surianti Surianti, Surianti Syahraini, Silva Syarifuddin, Haeruddin Syarifuddin, Sarinah T Syamsu Tamrin, Muh Trisnawati Trisnawati Trisnawaty AR Uceng, Andi Utami, Sayyidah Dutha Wahyudi Sofyan Wirfandi Wirfandi Wirfandi, Wirfandi Yasin, Akhmad Yayuk Astuti yenni jamal Yunus, Ayuh Yusmah Yusmah Yusmah, Yusmah Yusrianti, Yusrianti Zainuddin Samad Zainuddin Samad Zhilviana Sulaeman Zulfadly MJ, Muh. Zulkarnain Sulaiman