PELATIHAN DAN PENDAMPINGAN DIGITAL MARKETING SEBAGAI STRATEGI TRANSFORMASI BRANDING DAN PEMASARAN UMKM - Kembang, Lale Puspita; Maryanti, Sri; Wardani, Laila; Samsumar, Lalu Delsi (JMM (Jurnal Masyarakat Mandiri), 2025)
Abstrak: UMKM merupakan sektor penting dalam perekonomian Indonesia, namun masih banyak yang menghadapi keterbatasan dalam pemanfaatan teknologi digital. Kegiatan Pengabdian kepada Masyarakat ini dilaksanakan untuk memberdayakan 25 pelaku usaha di Kota Mataram melalui pelatihan dan pendampingan digital marketing serta teknologi informasi. Metode pelaksanaan kegiatan meliputi sosialisasi, pelatihan intensif, implementasi teknologi, pendampingan, dan evaluasi. Hasil pre-test menunjukkan rata-rata pemahaman peserta adalah 48 dari 100, yang kemudian meningkat secara signifikan menjadi 82 dari 100 pada post-test. Sebanyak 100% peserta berhasil mengaktifkan akun media sosial bisnis, 80% mengelola akun marketplace dengan rata-rata 10 produk terunggah, dan 10 UMKM berhasil membangun identitas branding baru. Dampak kegiatan ini terlihat dari peningkatan engagement media sosial sebesar 45%, penambahan pengikut rata-rata 200 akun, serta kenaikan omzet rata-rata 28% dalam dua bulan pasca program. Kegiatan ini membuktikan bahwa transformasi digital melalui pelatihan dan pendampingan berkelanjutan efektif meningkatkan literasi digital, daya saing, dan kemandirian UMKM.Abstract: Micro, Small, and Medium Enterprises (MSMEs) are a crucial sector in the Indonesian economy, yet many still face limitations in utilizing digital technology. This Community Service activity was implemented to empower 25 business owners in Mataram City through digital marketing and information technology training and mentoring. The implementation method included outreach, intensive training, technology implementation, mentoring, and evaluation. Pre-test results showed an average participant understanding of 48 out of 100, which then increased significantly to 82 out of 100 in the post-test. A total of 100% of participants successfully activated their business social media accounts, 80% managed marketplace accounts with an average of 10 uploaded products, and 10 MSMEs successfully established new branding identities. The impact of this activity was seen in a 45% increase in social media engagement, an average increase of 200 followers, and an average increase in turnover of 28% in the two months following the program. This activity proves that digital transformation through continuous training and mentoring is effective in increasing digital literacy, competitiveness, and independence of MSMEs.