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All Journal Interaksi : Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi Jurnal Pendidikan dan Pemberdayaan Masyarakat Komunikator Jurnal Kajian Komunikasi Jurnal The Messenger Jurnal Ilmu Sosial dan Ilmu Politik ARTEKS : Jurnal Teknik Arsitektur Jurnal ASPIKOM Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Tri Dharma Mandiri: Diseminasi dan Hilirisasi Riset Kepada Masyarakat (Jurnal Pengabdian Kepada Masyarakat) SENAPAS
Dhyah Ayu Retno Widyastuti
Universitas Atma Jaya Yogyakarta
Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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The Use of Copywriting Formulas to Strengthen the Knowledge and Skills of Micro, Small, and Medium Enterprises in Product Promotion Widyastuti, Dhyah Ayu Retno
TRI DHARMA MANDIRI: Dissemination and Downstreaming of Research to the Community (Journal of Community Engagement) Vol 5 No 2 (2025)
Publisher : SMONAGENES Research Center, Univeritas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jtridharma.2025.005.02.126

Abstract

Digital marketing has become a preferred strategy for business owners to promote their products and services. In practice, however, they face a significant challenge—the need for creativity and the ability to craft effective messages when using social media marketing platforms. At the same time, business owners come from diverse educational and skill backgrounds. This community service program was conducted by a facilitator team targeting Micro, Small, and Medium Enterprises in Kapanewon (District), Kalasan—the program aimed to enhance participants’ capabilities to remain competitive in the digital marketing era. Assistance was provided through training on how to compose communication messages using digital copywriting formulas. The methods used included lectures and group-based practice sessions. The results showed that participants were able to develop promotional messages using three formula approaches and effectively deliver these messages verbally before an audience, consistent with the written narrative style they had created. This activity successfully improved participants’ knowledge and skills in product promotion.
Co-Authors A.B. Pramudyanto Alexander Beny Pramudyanto B.K. Prihandono Birgitta Bestari Puspita Jati Brigitta Bestari Puspita Jati Elisabet Dita Septiari Fransisca Anita Herawati Hera Sisca Prasmita, Hera Sisca Hermin Indah Wahyuni Irene Santika Vidiadari Irene Santika Vidiadari Irene Santika Vidiadari L.A. Rudwiarti Mario Antonius Birowo Mustika Kuri Prasela Nino Ardhiansyah Nobertus Ribut Santoso R.A. Vita N.P. Astuti Ranggabumi Nuswantoro Ratriyana, Ina Nur Sri Peni Wastutiningsih Thomas Adi Purnomo Sidhi Thomas Adi Purnomo Sidhi