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All Journal Jurnal Teknoin Metode : Jurnal Teknik Industri Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ Surya Abdimas Industri Inovatif : Jurnal Teknik Industri Jurnal Ilmiah Teknik Industri Jurnal Perangkat Lunak Jurnal Teknik Industri Terintegrasi (JUTIN) Jurnal Surya Teknika PLAKAT : Jurnal Pelayanan Kepada Masyarakat SELODANG MAYANG Journal of Industrial Engineering and Operation Management (JIEOM) Journal of Information Technology Ampera Industrika : Jurnal Ilmiah Teknik Industri Teknika Sains : Jurnal Ilmu Teknik Idea Pengabdian Masyarakat Spektrum Industri
Andivas, Marulan
Universitas Balikpapan, Kalimantan Timur, Indonesia
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Journal : PLAKAT : Jurnal Pelayanan Kepada Masyarakat

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Digital Copywriting Strategy: A Pillar of Increasing the Competitiveness of MSMEs in The Midst of Market Competition Rahmadina, Nur; Kisanjani, Alex; Andivas, Marulan; Harits, Dimaz
Plakat : Jurnal Pelayanan Kepada Masyarakat Vol 7, No 2 (2025): Volume 7, Nomor 2, Desember Tahun 2025
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/plakat.v7i2.22882

Abstract

The increasingly fierce market competition, especially in the batik industry, requires MSMEs to have a strong differentiation strategy and product branding. The goal is to maintain and improve the competitiveness of the product in the market. Unfortunately, Zahro Batik MSMEs still face obstacles, where digital promotion efforts still tend to be simple, use social media captions that are less informative, have minimal appeal, and are not optimal in reaching potential consumers. This condition is caused by the limitation of copywriting skills which are the key to digital marketing. The purpose of this service activity is to improve the understanding and skills of business actors in optimizing marketing communication strategies through the preparation of effective and attractive promotional messages. The method used is socialization and copywriting training. This activity was attended by 15 participants who are employees of Batik Zahro MSMEs and local residents as an expansion of partners. Evaluation was carried out through individual assignments in the form of writing product promotional captions, which were assessed based on the suitability of the content, language appeal, and creativity of the message. The results achieved showed an increase in participants' soft skills and understanding, where all participants were able to compile promotional captions in a structured manner using the copywriting techniques that had been taught. This increase is expected to strengthen the brand image and product attractiveness, as well as encourage the readiness of Zahro Batik MSMEs to compete and develop in the creative industry.
Co-Authors Agus Hindarto Wibowo Agus Mansur, Agus Akbar, Anshari Al Aqsa, Ucha Alpiyandri, Alpiyandri Andi Anugrah Massomporang Irwan Angga Angga Cahyo, Winda Nur Davin Nugraha Defran Vandhana, Muhammad Dermawan , Dedi Efendy, Nur Meiliyanti Elisabeth Mariska Felicia Ginargar Sianipar Felicia Gledys Dhitasiri Go Fida Husnaseptia Harits, Dimaz Hasyrani Windyatri Hirwandi Ihwan Ghazali Imam Bayu Pamungkas Jaimy Apolos Kisanjani, Alex Lauw Vito Pizaro Mada, Putri Nuvira Mangka, Andi Maulina, Patricia Misrianto Misrianto Misrianto Misrianto Misrianto, Misrianto Mohamad Nur Yorisyah Nasywa Amelia Fitri Nurfadilah Adeputri Awalia Pizaro , Lauw Vito Puji, Ari Andriyas Putra, Riandimas Nursava rahmadina, nur Ranteliling, Christian Imanuel Rizki Juniarto, Muhammad Roberta Zulfhi Surya Saputra, Nando Setiawan. B, Christian Albert sugiono, nana Thoriq, Eaden Ahmed Wahono, Novia Febryantri Wahyu Ismail Kurnia Wahyuni, Hendang Sri Wibowo5, Agus Hindarto