Pendampingan Pemanfaatan Digital Marketing dalam Strategi Pemasaran Marning sebagai Produk Lokal Unggulan (Universitas Negeri Semarang, 2023)
AbstrakDesa Kemetul memiliki beragam potensi industri UMKM yang memanfaatkan hasil pertanian dan perkebunan. Usaha tersebut telah menjadi mata pencaharian bagi masyarakat di Desa Kemetul. Salah satu produk lokal unggulan dari industri UMKM khas Kemetul ialah Marning. Namun demikian, UMKM Marning belum mampu berkembang mengikuti perkembangan teknologi. Tim UNNES Giat 3 berkesempatan untuk melakukan pendampingan pemanfaatan digital marketing pada Marning Ibu Marmi dan Marning Tiga Puteri. Metode yang digunakan ialah asset based community yakni strategi pengembangan masyarakat melalui pemanfaatan asset berupa marning sebagai produk unggulan. Kegiatan yang dilaksanakan berupa pelatihan dan pendampingan, adapun pelatihan tersebut meliputi pelatihan pengenalan pengemasan dan branding, cara pendokumentasian produk, serta pelatihan prospek pemasaran digital. Sedangkan pendampingan berupa pengembangan inovasi rasa, pembuatan akun shopee, dan pendataan pada google business. Hasil pendampingan ini membawa UMKM Marning mampu berinovasi dan menggunakan asset yang ada untuk memperluas jangkuan pasar dengan menggunakan strategi pemasaran digital. AbstractKemetul Village has a variety of MSME industry potentials that utilize agricultural and plantation products. This business has become a livelihood for the people in Kemetul Village. One of the local superior products from the typical Kemetul MSME industry is Marning. However, UMKM Marketing has not been able to develop following technological developments. The UNNES Active 3 team has the opportunity to assist in the use of digital marketing for Marning Ibu Marmi and Marning Tiga Puteri. The method used is an asset-based community, namely a community development strategy through the use of assets in the form of marketing as a superior product. The activities carried out are in the form of training and mentoring, while the training includes training on introduction to packaging and branding, how to document products, as well as training on digital marketing prospects. Meanwhile, assistance is in the form of developing taste innovation, creating a Shopee account, and data collection on Google Business. The results of this assistance have enabled UMKM Marketing to be able to modify and use existing assets to expand the market by using a digital marketing strategy.Keywords: Accompaniment; Digital Marketing; Featured Local Product