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Darmawati Manda
Manajemen, Universitas Bosowa
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DIGITAL MARKETING BAGI KELOMPOK TANI HUTAN MANGRUVE DALAM MEMPROMOSIKAN EKOWISATA DAERAH PESISIR Darmawati Manda; Andi Tenri Sose; Kamran Aksa; Syahril Idris
JMM (Jurnal Masyarakat Mandiri) Vol 9, No 6 (2025): Desember
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v%vi%i.35711

Abstract

Abstrak: Program pengabdian masyarakat ini bertujuan meningkatkan kapasitas Kelompok Tani Hutan Mangrove Monro Monro dalam memanfaatkan digital marketing untuk mempromosikan potensi ekowisata pesisir berbasis mangrove. Permasalahan utama yang dihadapi mitra adalah rendahnya kemampuan pemasaran digital dan belum optimalnya pemanfaatan teknologi dalam promosi wisata. Tujuan kegiatan ini adalah memperkuat soft skill dan hard skill anggota KTH dalam manajemen promosi digital, pembuatan konten, dan branding ekowisata. Metode pelaksanaan meliputi sosialisasi, pelatihan, penerapan teknologi, pendampingan dan evaluasi, serta keberlanjutan program dengan melibatkan 15 anggota kelompok tani hutan mangrove. Teknologi yang diterapkan mencakup Sistem Informasi Mangrove berbasis Website, SEO & Digital Marketing Tools, Media Sosial Instagram, Reservasi Online berbasis WhatsApp Business, serta Software Monitoring Pengunjung berbasis Kamera. Evaluasi dilakukan menggunakan pendekatan kualitatif melalui analisis SWOT dan GAP. Analisis SWOT digunakan untuk menilai kekuatan, kelemahan, peluang, dan ancaman dalam pelaksanaan program, sedangkan analisis GAP bertujuan mengidentifikasi kesenjangan antara kondisi kemampuan peserta sebelum dan sesudah pelatihan. Penggunaan kedua metode ini untuk menilai efektivitas kegiatan serta mengukur peningkatan keterampilan (soft skill dan hard skill) anggota kelompok secara komprehensif. Hasil menunjukkan peningkatan soft skill sebesar 75%, hard skill sebesar 70%, serta nilai ekonomis kelompok meningkat 55% melalui peningkatan kunjungan wisata dan penjualan produk olahan mangrove.Abstract: This community service program aims to increase the capacity of the Monro Monro Mangrove Forest Farmers Group in utilizing digital marketing to promote the potential of mangrove-based coastal ecotourism. The main problems faced by partners are low digital marketing capabilities and the suboptimal use of technology in tourism promotion. The objective of this activity is to strengthen the soft skills and hard skills of KTH members in digital promotion management, content creation, and ecotourism branding. The implementation method includes socialization, training, technology application, mentoring and evaluation, and program sustainability by involving 15 members of the mangrove forest farmer group. The technologies implemented include a website-based Mangrove Information System, SEO & Digital Marketing Tools, Instagram Social Media, WhatsApp Business-based Online Reservations, and Camera-based Visitor Monitoring Software. The evaluation was conducted using a qualitative approach through SWOT and GAP analysis. The SWOT analysis is used to assess the strengths, weaknesses, opportunities, and threats in program implementation, while the GAP analysis aims to identify gaps between the condition of participants' abilities before and after training. The use of these two methods is to assess the effectiveness of the activity and measure the improvement of group members' skills (soft skills and hard skills) comprehensively. The results showed an increase in soft skills of 75%, hard skills of 70%, and the group's economic value increased by 55% through increased tourist visits and sales of processed mangrove products.
PEMBERDAYAAN UMKM MELALUI INOVASI KERUPUK RUMPUT LAUT BERBASIS DIGITAL BRANDING DAN DESAIN KEMASAN Sudirman Sudirman; Syahril Idris; Darmawati Manda
JMM (Jurnal Masyarakat Mandiri) Vol 10, No 5 (2026): Oktober
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v10i5.41632

Abstract

Abstrak: UMKM pengolah kerupuk rumput laut menghadapi berbagai kendala, antara lain rendahnya kemampuan dalam membangun identitas merek, penggunaan desain kemasan yang masih sederhana, serta terbatasnya pemanfaatan media digital sebagai sarana promosi dan pemasaran. Kondisi tersebut berdampak pada rendahnya daya saing dan nilai jual produk di pasar. Pengabdian ini bertujuan meningkatkan kapasitas UMKM melalui inovasi kerupuk rumput laut berbasis digital branding dan desain kemasan guna memperluas jangkauan pemasaran dan meningkatkan nilai ekonomi produk. Kegiatan dilaksanakan bersama UMKM Rumput Laut yang beranggotakan 21 orang melalui tahapan sosialisasi, pelatihan digital branding dan desain kemasan, penerapan teknologi menggunakan aplikasi desain dan media digital, pendampingan implementasi, evaluasi, serta penyusunan rencana keberlanjutan program. Evaluasi dilakukan menggunakan pendekatan kuantitatif dan kualitatif melalui pre-test dan post-test, observasi, wawancara, dokumentasi, serta analisis SWOT dan GAP untuk mengidentifikasi perubahan kapasitas dan perkembangan usaha mitra. Hasil kegiatan menunjukkan peningkatan softskill 79% dan hardskill sebesar 82%, peningkatan kemampuan digital branding sebesar 86%, serta peningkatan nilai ekonomis produk mencapai 36% melalui kemasan yang lebih menarik dan pemasaran digital yang lebih efektif.Abstract: MSMEs processing seaweed crackers face various challenges, including limited ability to establish a brand identity, reliance on simple packaging designs, and underutilization of digital media for promotion and marketing. These factors result in low market competitiveness and reduced product value. This community service initiative aims to enhance MSME capacity through seaweed cracker innovations focused on digital branding and packaging design, thereby expanding market reach and increasing the product's economic value. The project was conducted with a seaweed-processing MSME group comprising 21 members, involving stages such as outreach, training on digital branding and packaging design, technology application (using design apps and digital media), implementation support, evaluation, and the formulation of a program sustainability plan. Evaluation employed both quantitative and qualitative approaches—including pre- and post-tests, observation, interviews, documentation, and SWOT and GAP analyses—to assess changes in capacity and business development. Results showed a 79% improvement in soft skills and an 82% improvement in hard skills, an 86% increase in digital branding capabilities, and a 36% rise in product economic value driven by more attractive packaging and more effective digital marketing.
Co-Authors Andi Tenry Sose Idris, Syahril Kamran Aksa Sudirman Sudirman