MODEL PENDAMPINGAN DIGITAL MARKETING UNTUK UMKM: PEMBELAJARAN DARI DESA CANGKUANG, JAWA BARAT - Pramesti, Retta Farah; Dahlan, Muhammad (Universitas Muhammadiyah Mataram, 2026)
Abstrak: Program pengabdian ini bertujuan meningkatkan kapasitas pemasaran digital UMKM melalui pendampingan terstruktur yang mengintegrasikan edukasi, partisipasi, dan praktik langsung. Kegiatan dilaksanakan pada 20 pelaku UMKM sektor kuliner, fashion, kerajinan, dan jasa, dengan 4 UMKM mendapatkan pendampingan intensif. Metode pelaksanaan meliputi survei kebutuhan, workshop pemasaran digital (Branding, Konten, Marketplace, dan Google Maps), serta pendampingan individual sesuai kebutuhan mitra. Sistem evaluasi dirancang secara terpadu melalui pre-test dan post-test untuk mengukur peningkatan pemahaman, observasi praktik pemasaran digital, serta monitoring lanjutan pascakegiatan. Hasil menunjukkan peningkatan pemahaman peserta sebesar 40%, perubahan praktik pemasaran digital, peningkatan aktivitas unggahan konten, serta mulai munculnya transaksi melalui platform e-commerce. Program ini membuktikan bahwa pendampingan pemasaran digital yang aplikatif dan berkelanjutan mampu memperkuat branding, memperluas jangkauan pasar, dan meningkatkan kesiapan UMKM dalam menghadapi persaingan di era digital.Abstract: This community service program aims to improve the digital marketing capacity of MSMEs through structured mentoring that integrates education, participation, and hands-on practice. The activity was carried out with 20 MSMEs in the culinary, fashion, craft, and service sectors, with 4 MSMEs receiving intensive mentoring. The implementation method included a needs survey, digital marketing workshops (branding, content, marketplace, and Google Maps), and individual mentoring according to the partners' needs. The evaluation system was designed in an integrated manner through pre- and post-tests to measure improvements in understanding, observation of digital marketing practices, and follow-up monitoring after the activity. The results showed a 40% increase in participant understanding, changes in digital marketing practices, increased content upload activity, and the emergence of transactions through e-commerce platforms. This program proves that applicable and sustainable digital marketing mentoring can strengthen branding, expand market reach, and improve MSME readiness to face competition in the digital era.