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All Journal Jurnal Kemitraan Masyarakat Kajian Administrasi Publik dan ilmu Komunikasi
Arum Marwati
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Humanities Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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Pemberdayaan Usaha Lokal Melalui Pemasaran Digital untuk Meningkatkan Daya Saing Produk Unggulan Desa Kaligentong Arum Marwati; Sintar Nababan; Nopriadi Nopriadi; Dhety Chusumastuti; Sigit Purnomo
Jurnal Kemitraan Masyarakat Vol. 2 No. 4 (2025): Desember : Jurnal Kemitraan Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/jkm.v2i4.2480

Abstract

This Community Service (PkM) program was conducted in Kaligentong Village, Gladagsari, Boyolali, Central Java, aiming to enhance the competitiveness of local superior products through the implementation of digital marketing strategies for micro, small, and medium enterprises (MSMEs). The main problem faced by the partners was their limited ability to utilize social media and online marketplaces for effective product marketing. The program employed a two-day training approach, including product photography and videography using smartphones, promotional content writing (copywriting), and online store creation on e-commerce platforms, followed by hands-on mentoring and evaluation. The results showed a significant improvement in participants’ knowledge and skills in managing digital business accounts, producing engaging photo and video content, and utilizing marketplaces to expand their market reach. More than 80% of participants successfully created new business accounts and actively promoted their products online. This activity had a positive impact on improving digital literacy and local product marketing while strengthening the collaboration between higher education institutions and the community in developing the village economy.
Pengaruh Konten Instagram @kotabalige terhadap Pemenuhan Kebutuhan Informasi Pengguna Stevani Elga Tampubolon; Diana Khuntari; Arum Marwati
Kajian Administrasi Publik dan ilmu Komunikasi Vol. 3 No. 2 (2026): juni: Kajian Administrasi Publik dan ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/kajian.v3i2.1031

Abstract

The rapid development of social media has made Instagram one of the primary platforms for information dissemination and digital communication. In the tourism sector, the public's demand for fast and easily accessible local information continues to increase, particularly regarding Balige City. The absence of an official government account as a central source of regional information has encouraged people to rely on social media, including the Instagram account @kotabalige, which actively provides content related to tourism, culture, culinary attractions, local businesses, and community activities. This study aims to analyze the influence of @kotabalige's Instagram content on users' information fulfillment. A quantitative approach with a survey method was employed involving 100 respondents selected through random sampling. Data were collected using a Likert-scale questionnaire and analyzed through simple linear regression using IBM SPSS Statistics 30. The results indicate that Instagram content has a positive and significant effect on users' information fulfillment, with a coefficient of determination value of 0.611. This means that 61.1% of information fulfillment is influenced by the quality of Instagram content. The findings demonstrate that relevant, visually appealing, and consistently updated content effectively supports users in obtaining local information while strengthening local digital communication.
Co-Authors Dhety Chusumastuti Khuntari, Diana Nopriadi Nopriadi Sigit Purnomo Sintar Nababan Stevani Elga Tampubolon