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Yayuk Astuti
Chemistry Department, Faculty Of Science And Mathematics, Universitas Diponegoro, Jl. Prof. Jacob Rais, Tembalang, Semarang 50275
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Journal : Journal of Community Empowerment

 1 
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
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 Abdul Jabbar Adi Darmawan ADI SANTOSO Agriccia Pangestica Saputry Ahmad Suseno Alfi Saadah Alfiansyah Alfiansyah Amilia Fauziyah Anisyah Anisyah Annisa Syifaurrahma Arnelli Arnelli Arum Dista Wulansari Aulia Zahra Ekaningsih Azwar Thaib Bara Yunianto Fathoni Brainy Happy Ana Tasiman Brainy Happy Ana Tasiman Brigita Maria Listyani Cut Rahmawati Daniswara, Lufthansyah Dayadi, Dayadi Didi Dwi Anggoro Didik Setyo Widodo Esti Ayu Faisal Syahputra Fandi Nasrun Cholis Faradina Azahra Zaqia Fauzan Musthafa Febrianti, Devi Fitriani Solichah Galih N. R. Pargiman Gaurav A. Bhaduri Gunawan Gunawan HARTATI Hartati Hartati Hasanuddin, Fenny Hasim Muzadi Hendri Widiyandari Hendri Widiyandari Hendri Widyandari Hermasnyah, Sam Husnayani, Husnayani Iis Nurhasanah Iis Nurhasanah Irman, Iriani Isumarni, Isumarni Jamaluddin Ahmad Jufri, Al Jafar Jumiati Jumiati Khalik, Suhartini Khalik, Suhartini Khoiri, Rahma Lia Handayani Lia Handayani Lia Handayani Linda Suyati Luqman Buchori M. S.H. Yoga S. Majid, Abdul Majid Zainuddin Mega Bara Cahyantari Muh. Fajar, Muh. Muh. Rohady Ramadhan Muhammad Hanafi Muhammad Rusdi Muslim, Agus Mustanir, Ahmad Nabila Amalia Izaaz Aanisa Narita Rizki Nayla Zahra Kamalia Nonci, Nurjannah Noor Afifah Nur Hidayati Nurhayati Nurhayati Nurhayati Nurhayati Nurlaelah Nurlaelah, Nurlaelah Nurul Latifah Nurwidah, Andi Pandji Triadiyaksa Pardoyo Pardoyo Pardoyo Pardoyo Popi Hadi Wisnu Wardhani Prasetya, Eko Fery Prisca Putri Elesta Pungki Hanipa R Kasau, Nurzin Rahayu, R.A. Yunita Suci Rahayu, Yunita Suci Rahmatul Fazira Rahmawati Rahmawati Ramdan, Ramdan Rasman Ratna Balgis Redi Joko Prasetyo Richard Leonardo Sianturi Rissa Kharismawati Rizka Andianingrum Roni Adi Wijaya Saade, Muhammad Faisal Samratusabri Subehan Siringoringo, Eliezer Patardo Siti Fatimah Siti Nurhayati Siti Susanti, Siti Slamet Priyono Subehan, Samratusabri Tamrin, Muh Tang, Jusman Taslimah Taslimah Teguh Iman Prastyo Titik Lestariningsih Titik Lestariningsih Tri Windarti Tri Windarti Triadiyaksa, Pandji Trie Nanda Mulyana Trisnasari, Damayanti Ulya Hanifah Henrika Putri Vega Norma Rafika Putri Wijayanti, Septi Yeni Aprilia Yusrianti Yusrianti, Yusrianti Zulfahmi Zulfahmi