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), 2025)
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.