PENINGKATAN KETERAMPILAN KOMUNIKASI PEMASARAN BERBASIS DIGITAL UMKM ETNIK PAPUA - Juminah Juminah; Nursyamsi Nursyamsi; Lidya Aprilia Jumroh; Sabaria Sabaria; Muhammad Bima Alim; Riyan Saputra (Universitas Muhammadiyah Mataram, 2026)
Abstrak: Permasalahan utama mitra terletak pada rendahnya literasi digital yang mengakibatkan lemahnya kinerja komunikasi pemasaran UMKM Etnik Papua, khususnya dalam produksi konten, penguatan branding, dan pemanfaatan platform digital secara strategis. Pengabdian ini bertujuan memperkuat kapasitas pemasaran digital berupa hard skill l guna memperluas akses pasar dan meningkatkan nilai ekonomi usaha. Metode yang diterapkan meliputi FGD, Sosialisasi, pelatihan, pendampingan, dan praktik aplikatif kepada 20 pelaku UMKM Etnik Papua, mencakup fotografi produk, videografi, copywriting, serta optimalisasi media sosial dan website. Evaluasi dilakukan melalui perbandingan pre-test dan post-test, observasi peningkatan keterampilan, serta monitoring performa akun digital. Hasil menunjukkan peningkatan signifikan pada keterampilan digital sebesar 65%, kualitas konten sebesar 70%, dan jangkauan promosi hingga 80%. Dampak ekonomi tercermin dari kenaikan omzet rata-rata sebesar 40%. Temuan ini menegaskan bahwa penguatan literasi digital secara terarah mampu mendorong daya saing dan akselerasi nilai ekonomis UMKM berbasis budaya.Abstract: The main problem faced by partners lies in low digital literacy, which has resulted in weak marketing communications performance for Papuan ethnic MSMEs, particularly in content production, branding, and strategic use of digital platforms. This community service program aims to strengthen digital marketing capacity to expand market access and increase the economic value of their businesses. The methods applied included focus group discussions (FGDs), outreach, training, mentoring, and practical application for 20 Papuan ethnic MSMEs, covering product photography, videography, copywriting, and social media and website optimization. Evaluation was conducted through pre-test and post-test comparisons, observation of skill improvement, and monitoring of digital account performance. The results showed a significant increase in digital skills of 65%, content quality of 70%, and promotional reach of up to 80%. The economic impact was reflected in an average increase in turnover of 40%. These findings confirm that targeted strengthening of digital literacy can boost the competitiveness and accelerate the economic value of culture-based MSMEs.