PENINGKATAN TATA KELOLA UMKM JAMU GINGGANG MELALUI PEMASARAN DIGITAL, INOVASI PRODUK, DAN EDUKASI KONSUMEN

Arista Natia Afriany (Universitas PGRI Yogyakarta)
Pradita Nindya Aryandha (Universitas PGRI Yogyakarta)
Yennisa Yennisa (Universitas PGRI Yogyakarta)
Eka Luchiawati (Universitas PGRI Yogyakarta)
Daniel Amorito Sarumaha (Universitas PGRI Yogyakarta)
Hanif Mangesti Purbojati (Universitas PGRI Yogyakarta)
Ainaya Natania Alfatihah (Universitas PGRI Yogyakarta)
Nabela Nuraini (Universitas PGRI Yogyakarta)

Jurnal Pengabdian Kompetitif
Vol. 4 No. 2 (2025): Inovasi Teknologi dan Digital untuk Pemberdayaan UMKM dan Desa Mandiri

Abstract: The Jamu Ginggang MSME, a traditional herbal medicine processing business in Yogyakarta, faces challenges in digital marketing, product innovation, and consumer education. The goal of this community service program is to improve partner governance by optimizing digital marketing strategies, developing product innovations, and strengthening consumer education. The method used is a participatory mentoring approach, encompassing observation, program planning, implementation, and evaluation of activities with partners. The results of the activity indicate the establishment of digital marketing channels through social media and marketplaces, the development of more practical sachet herbal medicine products, and increased consumer awareness of the benefits of traditional herbal products. This activity has had a positive impact on MSMEs in increasing their competitiveness. Therefore, this activity serves as a model for effective collaboration between academia and MSMEs in supporting the sustainability of businesses based on local wisdom.