Workshop digital marketing berbasis AI tools semangat UMKM naik kelas bersama GadePreneur 2025 - Yeni Yeni; A. Haidar Mirza (Universitas Muhammadiyah Mataram, 2025)
Abstrak Program pengabdian masyarakat ini bertujuan guna peningkatan teknologi digital, khususnya kecerdasan buatan (Artificial Intelligence), telah membuka peluang baru dalam dunia bisnis dan pemasaran. UMKM merupakan tulang punggung ekonomi nasional yang perlu didorong agar naik kelas melalui transformasi digital. Menyadari hal tersebut, program GadePreneur 2025 hadir sebagai inisiatif untuk membekali UMKM dengan keterampilan digital marketing berbasis AI Tools, agar mereka dapat bersaing di era digital yang semakin kompetitif. Masalah utama yang dihadapi adalah rendahnya literasi digital dan kemampuan pelaku UMKM dalam menggunakan teknologi pemasaran modern. Tujuan pelatihan meningkatkan pemahaman dan kemampuan pelaku UMKM dalam digital marketing dan mendorong UMKM untuk naik kelas melalui transformasi digital yang berkelanjutan. Kegiatan dilakukan melalui pelatihan tatap muka dan daring secara interaktif, dengan metode ceramah, demonstrasi, studi kasus, dan praktik langsung. Pelatihan mencakup teori dasar digital marketing, pengenalan dan penggunaan AI tools, serta praktik menyusun konten dan strategi promosi digital. Evaluasi dilakukan melalui pre-test dan post-test, serta survei kepuasan dan wawancara mendalam terhadap peserta. Pelatihan ini menunjukkan hasil yang positif, di mana 85% peserta mengalami peningkatan pemahaman terkait digital marketing dan AI tools. Skor post-test meningkat rata-rata 30% dibandingkan pre-test. Tantangan yang muncul antara lain adalah keterbatasan waktu, perangkat, dan adaptasi teknologi, namun semangat peserta untuk berkembang sangat tinggi. Kata kunci: UMKM; digital marketing; AI tools; pemberdayaan; gadepreneur Abstract This community service program aims to improve digital technology, particularly artificial intelligence (AI), which has opened up new opportunities in the world of business and marketing. MSMEs are the backbone of the national economy and need to be encouraged to upgrade through digital transformation. Recognizing this, the GadePreneur 2025 program is an initiative to equip MSMEs with AI-tool-based digital marketing skills so they can compete in the increasingly competitive digital era. The main problem faced is low digital literacy and the ability of MSMEs to use modern marketing technology. The training aims to improve the understanding and capabilities of MSMEs in digital marketing and encourage MSMEs to upgrade through sustainable digital transformation. Activities are carried out through interactive face-to-face and online training, using lectures, demonstrations, case studies, and hands-on practice. The training covers basic digital marketing theory, an introduction to and use of AI tools, and practical application of content development and digital promotion strategies. Evaluation is carried out through pre- and post-tests, as well as satisfaction surveys and in-depth interviews with participants. The training showed positive results, with 85% of participants experiencing an increased understanding of digital marketing and AI tools. Post-test scores increased by an average of 30% compared to pre-tests. Challenges included limited time, equipment, and technological adaptation, but participants' enthusiasm for development was high. Keywords: MSMEs; digital marketing; AI tools; Empowerment; gadepreneur.