PELATIHAN DAN PENDAMPINGAN PEMASARAN DIGITAL PADA UMKM RENGGINANG: DESAIN, IMPLEMENTASI, DAN CAPAIAN AWAL

Kamaroellah, R. Agoes
Aulia, Anis
Syafa, Wirdana
M.P, Arisandi Romadhona
Jibran H, Bakti Reynal
Fahmy, Muhammad Ali
Oktaviana, Ade Malyka Alya
Nikmah, Qurrotul Aini
Norhaliza, Siti
Ma’rufah, Siti
Afriyani, Feni Nur
Halimiyah, Eny
Sirul, Mohammad
Ali, Bahrul

Jurnal Abdi Insani
Vol 12 No 11 (2025): Jurnal Abdi Insani

MSMEs are small businesses owned and managed by individuals or groups with certain wealth and income limits, playing an important role in the community economy, including in Lebbek Village, Pakong District. This study used a qualitative and descriptive approach to understand the dynamics of rengginang businesses, which are local MSMEs with great potential but facing marketing constraints. Community service is focused on training in using digital technology as a marketing medium through platforms such as TikTok, Instagram, and Shopee, involving three active rengginang business actors as participants. The increase in participants’ knowledge was measured qualitatively through interviews and observations, covering their understanding of social media utilization and digital marketing strategies. However, it was not supplemented with quantitative data, such as sales or market reach changes, before and after the training. The research results show an increase in the knowledge of MSME actors in managing digital marketing and opening opportunities to expand the market. Thus, this activity not only strengthens the competitiveness of local MSMEs but also encourages rural economic development through sustainable marketing innovation.