PEMBERDAYAAN UMKM KEDAI FRESH ICE JENK ELOK MELALUI STRATEGI DIGITAL MARKETING DI DESA KAJEN - Aries Setyani Wahyu Prasetyawati; Kholifah Azzarunnisa; Rizka Mufa Barokah (Universitas Muhammadiyah Mataram, 2025)
ABSTRAK Kegiatan pengabdian kepada masyarakat ini dilaksanakan sebagai upaya pemberdayaan UMKM Kedai Fresh Ice Jenk Elok yang berlokasi di Desa Kajen, melalui strategi digital marketing. UMKM lokal sering mengalami kendala dalam mempromosikan produk secara efektif, terutama di era digital yang menuntut adaptasi teknologi dan kreativitas dalam pemasaran. Program ini dilaksanakan pada Maret hingga Mei 2025, melibatkan kolaborasi antara mahasiswa, dosen, dan pelaku UMKM. Tahapan kegiatan mencakup identifikasi kebutuhan, pelatihan pembuatan konten digital, pengelolaan media sosial, serta penggunaan platform e-commerce untuk meningkatkan jangkauan pasar. Hasil kegiatan menunjukkan adanya peningkatan secara berkala dalam jumlah pelanggan, interaksi digital melalui media sosial, serta pemahaman pelaku usaha terhadap konsep branding dan promosi digital. Strategi digital marketing terbukti efektif membantu UMKM meningkatkan daya saing di pasar yang kompetitif. Kegiatan ini tidak hanya memberikan manfaat ekonomi, tetapi juga memperkuat literasi digital masyarakat lokal.Kata kunci: Digital Marketing; Pemberdayaan UMKM; Pengabdian Masyarakat; Strategi Pemasaran. ABSTRACTThis community engagement activity was carried out as an effort to empower the Fresh Ice Jenk Elok micro-enterprise, located in Kajen Village, through digital marketing strategies. Local MSMEs often face challenges in promoting their products effectively, especially in today’s digital era that demands technological adaptation and creative marketing. The program was conducted from March to May 2025 and involved collaboration between university students, faculty members, and the business owner. Activities included needs assessment, digital content creation training (photography and videography), social media management, and the use of e-commerce platforms to expand market reach. The results showed significant improvements in customer engagement, social media interactions, and the business owner's understanding of branding and digital promotion. This initiative demonstrated that digital marketing strategies can effectively enhance the competitiveness of micro-enterprises. The project not only generated economic benefits but also contributed to strengthening digital literacy among local communities.Keywords: Digital Marketing; MSME Empowerment; Community Service; Marketing Strategi.