DIGITAL KRING (KREATIVITAS KONTEN MARKETING) DALAM UPAYA MENDORONG AKTIVASI WARUNG BU MAT MEMBANGUN JARINGAN KONSUMEN - Herlina, Herlina; Farhat, Laila; Sitanggang, Friska Artaria; Rahmadani, Sri; Puspita, Ariska Ira (Journal of Community Empowerment, 2025)
ABSTRAKWarung Bu Mat belum digitalisasi. Konsumen warung Bu Mat hanya mengandalkan pengunjung kantor lurah selamat, bahkan nyaris tidak ada pengunjung, sehingga produk tidak terjual lebih dari satu bulan. Kondisi tersebut menyebabkan ketidakaktifan warung Bu Mat. Padahal, kader PKK yang memiliki usaha masih mampu memproduksi jika ada pesanan. Diperlukan keaktifan kembali warung Bu Mat. Pengabdian bertujuan agar warung Bu Mat melakukan transformasi pemasaran konvensional ke digitalisasi melalui peningkatan pemahaman dan keterampilan membuat konten marketing sehingga memperluas target pasar. Metode pelaksanaan yakni pelatihan dan penyuluhan. Pelaksanaan terdiri dari persiapan, sosialisasi, pelatihan dan penyuluhan, penerapatan teknologi, dan evaluasi. Mitra pengabdian adalah warung Bu Mat. Jumlah peserta kegiatan enam orang. Hasil evaluasi menunjukkan peningkatan signifikan pemahaman dan keterampilan peserta, pertama materi edit foto, teks dan video di aplikasi canva dan capcut  nilai pre-test 40% ke post-test 72% meningkat 31,8%. Kedua merancang bisnis dengan business model canvas (BMC) nilai  pre-test 42% ke  post-test 81% meningkat 39,3%.  Ketiga materi AIDCA dengan nilai  pre-test 40% ke 80,4% meningkat 39,5%, serta keempat materi ciri-ciri orang kreatif nilai 49% ke 75% meningkat 25%. Peserta mampu membuat konten marketing produk UP2K warung Bu Mat. Kegiatan ini memberikan dampak nyata dalam mendorong transformasi pemasaran digitalisasi guna mengaktivasi warung Bu Mat.                                                                    Kata kunci: Digitaliasasi; Konten Marketing; Warung Bu Mat; Target Pasar. ABSTRACTBu Mat stall has not been digitized. The shop's customers are limited to relying only on visitors to the village head's office, even there are almost no visitors, even products have not been sold for more than a month. This condition causes the inactivity of the Shop Bu Mat. Even though the PKK cadres who own the business are still able to produce if there are orders. It is necessary to reactivate the shop Bu Mat. The service aims for the shop Bu Mat to transform conventional marketing to digitalization by increasing the understanding and skills of creating marketing content so as to expand the target maker. The implementation method is training and counseling. The implementation consists of preparation, socialization, training and counseling, technology application, and evaluation. The service partner is Bu Mat's stall. The number of participants is six people.  The evaluation results showed a significant increase in the understanding and skills of the participants, firstly, photo, text and video editing material in the Canva and Capcut applications, the pre-test score of 40% to the post-test 72% increased 31.8%. Secondly, designing a business with a business model canvas (BMC) pre-test score of 42% to the post-test 81% increased 39.3%. The third AIDCA topic, with a pre-test score of 40% to 80.4%, increased by 39.5%, and the fourth topic, on the characteristics of creative people, increased by 25% to 75%, from 49%. Participants were able to create marketing content for Bu Mat's stall's UP2K products. This activity had a real impact on driving digital marketing transformation by activate Bu Mat's stall. Keywords: Digitalization; Content Marketing; Bu Mat Stall; Target Market.