<![CDATA[ABSTRAKSentra Tenun Ikat Bandar Kidul (TIBK) di Kediri memiliki potensi ekonomi kreatif yang besar, tetapi perkembangan produksinya melambat akibat keterbatasan diversifikasi produk dan pemasaran yang masih konvensional. Program pengabdian ini bertujuan meningkatkan daya saing dan kesejahteraan pengrajin melalui pengembangan produk turunan tenun serta penguatan pemasaran digital. Kegiatan dilaksanakan dengan pendekatan Participatory Action Research (PAR) yang melibatkan lebih dari 20 pengrajin dan Pokdarwis melalui sosialisasi, pelatihan produksi, pendampingan pemasaran digital, dan penguatan kelembagaan. Evaluasi dilakukan melalui monitoring penjualan, observasi keterampilan, dan peninjauan kinerja promosi digital. Hasil program menunjukkan terciptanya produk turunan seperti pouch serbaguna dan lanyard ID card berbahan tenun yang didukung video tutorial ber-HaKI sebagai media belajar berkelanjutan. Pemanfaatan platform Shopee, WhatsApp, Instagram, dan TikTok meningkatkan jangkauan pemasaran dan berkontribusi pada kenaikan penjualan online sebesar 30% dalam enam bulan. Program ini juga mendorong terbentuknya koperasi beranggotakan 20 orang sebagai wadah penguatan manajemen usaha, disertai peningkatan pendapatan pengrajin sebesar 20–30%. Secara keseluruhan, program ini memperkuat transformasi produksi dan modernisasi strategi pemasaran TIBK sebagai sentra ekonomi kreatif berbasis budaya.Kata kunci: digital marketing; diversifikasi produk; pariwisata berkelanjutan; tenun Kediri. ABSTRACTThe Tenun Ikat Bandar Kidul (TIBK) weaving center in Kediri has significant creative economic potential, but production growth has been slow due to limited product diversification and conventional marketing. This community service program aims to improve the competitiveness and welfare of artisans through the development of woven derivative products and strengthening digital marketing. The program was implemented using a Participatory Action Research (PAR) approach involving more than 20 artisans and the local tourism group (Pokdarwis) through outreach, production training, digital marketing assistance, and institutional strengthening. Evaluation was carried out through sales monitoring, skills observation, and digital promotion performance review. The program results showed the creation of derivative products such as multipurpose pouches and woven ID card lanyards, supported by video tutorials with IPR as a continuous learning medium. The use of the Shopee, WhatsApp, Instagram, and TikTok platforms increased marketing reach and contributed to a 30% increase in online sales in six months. The program also encouraged the formation of a 20-member cooperative to strengthen business management, accompanied by a 20–30% increase in artisan income. Overall, this program strengthened the production transformation and modernized TIBK’s marketing strategy as a culture-based creative economy center. Keywords: digital marketing; product diversification, sustainable tourism; tenun Kediri]]>
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