PELATIHAN DIGITAL MARKETING BERBASIS MEDIA SOSIAL UNTUK PENINGKATAN PEMASARAN PRODUK PERTANIAN - Imelda Imelda; Rakhmad Hidayat (JMM (Jurnal Masyarakat Mandiri), 2025)
Abstrak: Kurangnya pengetahuan dalam digital marketing menjadi kendala bagi petani dalam memperluas pasar produk pertanian. Kegiatan PKM ini dilaksanakan untuk meningkatkan wawasan dan kecakapan petani dalam pemanfaatan digital marketing guna memperluas akses pasar produk pertanian. Mitra kegiatan adalah anggota kelompok tani Sari Mulya di Desa Madu Sari sebanyak 25 peserta yang sebelumnya hanya mengandalkan pemasaran tradisional sehingga jangkauan pasar terbatas. Metode kegiatan meliputi sosialisasi, pelatihan, praktik dan pendampingan penggunaan media sosial facebook marketplace dan instagram), serta evaluasi kegiatan. Hasil kegiatan menunjukkan partisipasi mitra sangat baik dengan kehadiran mencapai 100 persen. Terdapat peningkatan pengetahuan dan keterampilan petani terhadap digital marketing sebesar 30 persen, serta sebagian besar peserta (85 persen) mampu mempraktikkan digital marketing secara mandiri. Namun, sekitar 15 persen peserta masih mengalami kesulitan karena faktor usia dan tingkat pendidikan. Pelatihan digital marketing berdampak positif bagi peningkatan kemampuan petani memasarkan produk pertanian, meskipun masih diperlukan pendampingan berkelanjutan agar keterampilan yang diperoleh dapat diimplementasikan secara konsisten.Abstract: Lack of knowledge in digital marketing is an obstacle for farmers in expanding their agricultural product markets. This PKM activity was carried out to increase farmers' knowledge and skills in utilizing digital marketing as a strategy for marketing agricultural products. The partners were 25 members of the Sari Mulya farmer group in Madu Sari Village, who previously relied solely on traditional marketing, resulting in limited market reach. The activity methods included socialization, training, practice in using social media (facebook marketplace and instagram), and evaluation. The results of the activity showed excellent partner participation with 100 percent attendance. There was a 30 percent increase in farmers' knowledge and skills in digital marketing, and most participants (85 percent) were able to practice digital marketing independently. However, about 15 percent of participants still experienced difficulties due to age and education level factors. Digital marketing training has had a positive impact on increasing farmers' capacity to market agricultural products, although ongoing assistance is still needed so that the skills acquired can be implemented consistently.