SOSIALISASI DAN PENDAMPINGAN DIGITAL MARKETING MELALUI KONTEN SOFT SELLING BERBASIS HARD TRENJACKING - Nabiilah Lintang Wardani Prayogo; Muhammad Rivaldo; Adetria Nur Salsabilla Prasetyo; Sicilia Dwi Anggraeni; Dewi Sekar Arum; Mirza Ramadhani (Universitas Muhammadiyah Mataram, 2026)
Abstrak: Pemanfaatan media sosial sebagai sarana promosi di CV Kajeye Food telah dilakukan melalui Instagram, TikTok, dan WhatsApp, namun pemahaman karyawan mengenai digital marketing, soft selling, dan trendjacking masih rendah sehingga konten promosi cenderung berorientasi pada hard selling. Kegiatan pengabdian ini bertujuan meningkatkan pengetahuan dan keterampilan karyawan dalam menerapkan strategi digital marketing berbasis soft selling dan trendjacking. Metode yang digunakan adalah pendekatan edukatif partisipatif melalui observasi, sosialisasi, pendampingan praktik pembuatan konten, dan evaluasi. Mitra kegiatan adalah CV Kajeye Food dengan delapan karyawan sebagai peserta. Evaluasi dilakukan melalui wawancara terstruktur dan observasi berdasarkan indikator pemahaman digital marketing, soft selling, trendjacking, dan kemampuan membuat konten promosi. Hasil menunjukkan peningkatan pada seluruh indikator, dari 25% sebelum kegiatan menjadi 75% setelah kegiatan. Peserta mampu mengidentifikasi tren media sosial, menerapkan teknik soft selling, serta menghasilkan konten promosi yang lebih kreatif dan relevan dengan karakteristik audiens digital.Abstract: CV Kajeye Food has utilized social media platforms, including Instagram, TikTok, and WhatsApp, for product promotion. However, employees’ understanding of digital marketing, soft selling, and trendjacking remained limited, resulting in promotional content that relied heavily on hard-selling approaches. This community service program aimed to enhance employees’ knowledge and skills in implementing digital marketing strategies based on soft selling and trendjacking. The program employed a participatory educational approach consisting of observation, socialization, hands-on mentoring, and evaluation. The partner was CV Kajeye Food, involving eight employees as participants. Evaluation was conducted through structured interviews and observations using indicators of digital marketing knowledge, soft-selling understanding, trendjacking comprehension, and promotional content creation skills. The results showed an improvement across all indicators, increasing from 25% before the program to 75% after implementation. Participants were able to identify social media trends, apply soft-selling techniques, and produce more creative and audience-relevant promotional content.