PENDAMPINGAN BERBASIS KEBUTUHAN DALAM PENINGKATAN KAPASITAS PEMASARAN DIGITAL UMKM NAMIRA BAKERY - Silvi Aulia Putri; Ganda Wahyu Saputri; Galuh Pravita Sari; Sayyidatina Fatimah; Dimas Frendi Saputra (JMM (Jurnal Masyarakat Mandiri), 2026)
Abstrak: Keterbatasan literasi digital serta belum optimalnya pemanfaatan media sosial dan marketplace menjadi permasalahan utama yang dihadapi UMKM Namira Bakery, sehingga berdampak pada rendahnya visibilitas dan branding usaha. Pendampingan ini bertujuan untuk meningkatkan kapasitas pemasaran digital mitra melalui penguatan literasi digital, optimalisasi saluran pemasaran digital, dan pengembangan identitas visual usaha. Pendampingan dilaksanakan pada UMKM Namira Bakery yang bergerak di bidang roti, pastry, dan jajanan basah di Kabupaten Lamongan, Provinsi Jawa Timur, dengan melibatkan satu owner dan sepuluh karyawati. Metodenya adalah pendampingan partisipatif melalui observasi, analisis kebutuhan, pelatihan, praktik langsung, serta monitoring dan evaluasi. Evaluasi dilakukan melalui observasi langsung serta perbandingan kondisi sebelum dan sesudah pendampingan. Hasil pendampingan menunjukkan adanya peningkatan soft skill digital berupa kemampuan membuat konten, storytelling, dan interaksi dengan konsumen. Hasil kuantitatif menunjukkan peningkatan pengikut Instagram 218 menjadi 254 dengan 1.344 viewers reels, peningkatan pengikut Facebook 1.209 menjadi 1.234, serta akun Shopee aktif dengan 49 pengikut dan menerima pesanan, sehingga membuktikan efektivitas pendampingan berbasis kebutuhan dalam mendukung keberlanjutan usaha.Abstract: Limited Limited digital literacy and the suboptimal use of social media and marketplaces are the main problems faced by the Namira Bakery MSME, resulting in low visibility and business branding. This mentoring aims to increase the digital marketing capacity of partners by strengthening digital literacy, optimizing digital marketing channels, and developing the business's visual identity. The mentoring was carried out at the Namira Bakery MSME, which operates in the bread, pastry, and wet snacks sector in Lamongan Regency, East Java Province, involving one owner and ten female employees. The method used was participatory mentoring through observation, needs analysis, training, direct practice, and monitoring and evaluation. Evaluation was carried out through direct observation and comparison of conditions before and after the mentoring. The results of the mentoring showed an increase in digital soft skills in the form of content creation, storytelling, and interaction with consumers. Quantitative results showed an increase in Instagram followers from 218 to 254 with 1,344 reel viewers, an increase in Facebook followers from 1,209 to 1,234, and an active Shopee account with 49 followers and receiving orders, thus proving the effectiveness of needs-based mentoring in supporting business sustainability.