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All Journal Jurnal Al-Qardh NUSANTARA: Jurnal Pengabdian Kepada Masyarakat CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Jurnal Mahasiswa Manajemen dan Akuntansi Jurnal Riset Ekonomi dan Akuntansi Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat Transformasi Masyarakat : Jurnal Inovasi Sosial dan Pengabdian
Sofyan Hakim
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Pemasaran Industry Kreatif Pada Program MBKM Kewirausahaan Rajutan: Studi Kasus Bisnis Rajutan Be Bloomy Bouquets Siti Saniati Saparina; Firda Isnawati; Hilmi Satria Himawan; Wehdawati Wehdawati; Sofyan Hakim
Nusantara: Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 2 (2026): Mei : NUSANTARA Jurnal Pengabdian Kepada Masyarakat
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/nusantara.v6i2.8048

Abstract

This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.
Co-Authors Ade Widya Rahmah Akhmad Alfauji Al Hujjah Asianingrum Andrea Geovani Anggita Dewi Dhiyaa’ Ayu Alisa Diah Wulandari Dian Ana Mutriqah Firda Isnawati Fitri Nurcahyati Fitriani Fitriani Haidi Hajar Widagdo Hasnita Hasnita Hilmi Satria Himawan Indah Rahmanungsih Iqbal Aditya Haqi Irdayani Sagita Anindi Karina Awalia Zahra Leni Wulan Dari Lingkee Natalie Annisa Safitri Muhammad Riza Hafizi Murniady Muhran Nurlusiana Nurlusiana Nurrofiqi Ankisqiantari Ria Muliyana Sali Sali Septiani Ade Anggreiningrum Siti Saniati Saparina Verra Rizki Amelia Verra Rizki Amelia Wehdawati Wehdawati Widi Hartanto