PEMBERDAYAAN EKONOMI MASYARAKAT MELALUI METODE PEMASARAN ONLINE DI PERUMAHAN SUBSIDI GRIYA SAHLA DESA PASIRNANJUNG SUMEDANG - Sri Wulandari; Marketplace; Norma Nurul Ilmi; Putri Dwi Candra; Minda Hurulaini; Setia Budi; Irwan Saputra; Neneng Siti Silfi Ambarwati (Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Negeri Jakarta, 2024)
Abstract In the increasingly rapid digital era, online marketing is the key to business success, including micro, small and medium enterprises (MSMEs) based on processed food products. However, people in rural areas are often hampered by limited access to adequate information and technology. The Community Service Program (PKM) integrated with Real Work Lectures (KKN) at Griya Sahla Subsidized Housing, Sumedang is here as a solution to overcome this problem. Through intensive digital marketing training, people are taught how to use market platforms to market their processed food products. As a result, local products are increasingly known and in demand, thereby increasing people's income and contributing to the local economy. This program has not only succeeded in overcoming the digital divide, but also shows the great potential of local processed food products and the important role of universities in empowering communities. Keywords: Community service; Economic empowerment; Improving product quality; Online marketing; Digital technology; Marketplace Abstrak Dalam era digital yang semakin pesat, pemasaran online menjadi kunci keberhasilan usaha, termasuk usaha mikro kecil dan menengah (UMKM) berbasis produk pangan olahan. Namun, masyarakat di daerah pedesaan seringkali terkendala oleh terbatasnya akses terhadap informasi dan teknologi yang memadai. Program Pengabdian Kepada Masyarakat (PKM) terintegrasi Kuliah Kerja Nyata (KKN) di Perumahan Subsidi Griya Sahla, Sumedang hadir sebagai solusi untuk mengatasi permasalahan tersebut. Melalui pelatihan pemasaran digital intensif, masyarakat diajarkan cara memanfaatkan platform marketplace untuk memasarkan produk pangan olahan mereka. Hasilnya, produk lokal semakin dikenal dan diminati, sehingga meningkatkan pendapatan masyarakat dan memberikan kontribusi pada perekonomian lokal. Program ini tidak hanya berhasil mengatasi kesenjangan digital, tetapi juga menunjukkan potensi besar produk pangan olahan lokal dan peran penting perguruan tinggi dalam memberdayakan masyarakat. Kata Kunci: Pengabdian masyarakat; c; Pemasaran online; Teknologi digital; Marketplace