<![CDATA[Abstrak Pemasaran digital melalui platform e-commerce dan media sosial telah menjadi strategi yang efektif dalam memperluas jangkauan pasar, khususnya bagi pelaku usaha. Kegiatan pengabdian masyarakat dilaksanakandi Desa Girikerto, Kecamatan Turi, Kabupaten Sleman, Yogyakarta yang dikenal sebagai salah satu sentra penghasil salak pondoh. Meskipun memiliki potensi besar, para petani salak di wilayah ini masih menghadapi tantangan dalam pemasaran, terutama karena ketergantungan pada tengkulak dan minimnya pemanfaatan teknologi digital. Kegiatan ini bertujuan untuk meningkatkan pemahaman dan keterampilan petani salak dalam memanfaatkan pemasaran digital melalui pelatihan pembuatan akun Shopee dan Instagram Shop. Metode kegiatan ini mencakup tahap pendahuluan (identifikasi masalah), pelaksanaan (pemaparan materi dan pelatihan praktis), serta evaluasi. Hasil kegiatan menunjukkan adanya peningkatan pengetahuan dan keterampilan peserta terhadap pemasaran digital. Disimpulkan bahwa pelatihan ini berkontribusi signifikan dalam meningkatkan daya saing produk salak dan membuka peluang pemasaran yang lebih luas. Diperlukan pendampingan lanjutan dalam pengembangan konten, branding, dan manajemen usaha agar dampak program berkelanjutan. Kata kunci: pemasaran digital; social commerce; e-marketplace; buah salak Abstract Digital marketing through e-commerce platforms and social media has become an effective strategy for expanding market reach, particularly for business actors. This community engagement activity was conducted in Girikerto Village, Turi Sub-district, Sleman Regency, Yogyakarta, which is known as one of the main production centers of salak pondoh (a variety of snake fruit). Despite its great potential, salak farmers in this area continue to face marketing challenges, primarily due to dependence on middlemen and limited utilization of digital technology. This activity aimed to enhance the farmers’ understanding and skills in leveraging digital marketing through training on creating Shopee and Instagram Shop accounts. The method of implementation consisted of three stages: preliminary (problem identification), implementation (material presentation and hands-on training), and evaluation. The results indicated a notable improvement in participants’ knowledge and skills regarding digital marketing. It is concluded that this training significantly contributed to enhancing the competitiveness of salak products and opened up broader market opportunities. Further assistance is necessary in content development, branding, and business management to ensure the sustainability of the program’s impact. Keywords: digital marketing; social commerce; e-marketplace; snake fruit]]>
