Peningkatan Kapasitas Aktivitas Pemasaran Digital Usaha Kecil Online Ayam Sijagur dan Gow Juice di Kecamatan Ujungberung Kota Bandung: Digital Marketing - Abdul Rosid; Andry Mochamad Ramdan; Yayan Mulyana (Universitas Majalengka, 2023)
Abstract Bandung, the capital city of the province of West Java, is very much known for the development of the creative economy (Ekraf), especially in the culinary industry. Many of the culinary products that came originally from Bandung are very well known in Indonesia, or even for some are known worldwide. Therefore, the city of Bandung is known as one of the centers of Indonesian culinary trends. With the online platform and the Covid-19 pandemic, many culinary entrepreneurs have finally adopted the concept of online food delivery with minimal capital and facilities. The activists of the online culinary industry are trying to survive through the rigors of market battles in the city of Bandung. Most of the problems that occured are the lack of information technology infrastructure facilities and the lack of understanding of online marketing strategies in order to maximize the business potential of online culinary entrepreneurs. The method of implementing activities is carried out through the provision of digital marketing technical guidance, mentoring and business facilitation. The results of the implementation show that there are significant changes after being given training, guidance and assistance regarding digital marketing, as well as facilitating the provision of Devices provided by the Team to Partners. Keywords: Capacity; Improvement; SME; Small Business. Abstrak Kota Bandung, Ibukota provinsi Jawa Barat ini sangat dikenal dengan perkembangan ekonomi kreatif (Ekraf) terutama di industri kuliner. Begitu banyak produk kuliner asal Kota Bandung yang dikenal di Indonesia atau bahkan beberapa ada yang dikenal mendunia. Oleh sebab itu Kota Bandung dikenal sebagai salah satu pusat trend kuliner Indonesia. Dengan adanya platform online serta adanya pandemic covid-19 tidak sedikit pada akhirnya pengusaha kuliner yang mengusung konsep online food delivery dengan modal dan fasilitas yang minim seadanya. Para pegiat industri kuliner online mencoba bertahan mengarungi kerasnya pertarungan market di Kota Bandung. Permasalahan yang terjadi kebanyakan adalah minimnya fasilitas infrastuktur teknologi informasi dan kurangnya pemahaman strategi pemasaran online agar bisa memaksimalkan potensi bisnis para pengusaha kuliner online. Metode pelaksanaan kegiatan dilakukan melalui pemberian bimbingan teknis pemasaran digital, pendampingan dan fasilitasi usaha. Hasil pelaksanaan menunjukkan terdapat perubahan signifikan setelah diberikan pelatihan, bimbingan dan pendampingan mengenai pemasaran digital, serta fasilitasi pemberian device yang diberikan tim kepada mitra, nantinya diharapkan jika bisnis skala kecil berhasil terdigitalisasi maka akan terjadi akselerasi percepatan skala usaha bisnis kuliner online. Kata Kunci: Kapasitas; Peningkatan; UKM; Usaha Kecil.