PENINGKATAN DAYA SAING UMKM MELALUI PENERAPAN MANAJEMEN PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL DI PAUH, KOTA PADANG
DOI:
https://doi.org/10.35446/diklatreview.v8i2.2813Keywords:
MSMEs, Digital Marketing Management, Social Media, Business Competitiveness, Community ServiceAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving the local economy in Pauh District, Padang City. However, their development still faces marketing challenges, primarily because most businesses rely on conventional methods and have not yet fully utilized social media. Limited digital marketing knowledge, skills, and strategies result in low competitiveness in an increasingly competitive market. This Community Service Program aims to improve the competitiveness of MSMEs through the implementation of social media-based digital marketing management. Activities are implemented using a participatory approach through training, hands-on practice, and ongoing mentoring. The materials cover basic digital marketing concepts, engaging content creation, promotional and consumer interaction strategies, and simple marketing performance evaluations. The expected outcome is increased competency among MSMEs in managing social media accounts in a structured manner, expanding market reach, and increasing sales. Program outputs include training modules, activity reports, more effective social media account management, and scientific publications. On an ongoing basis, this program is expected to drive the digital transformation of MSMEs and strengthen local economic growth
References
Tjiptono, F., & Diana, A. (2020). Pemasaran Digital sebagai Strategi Peningkatan Daya Saing Usaha Mikro, Kecil, dan Menengah (UMKM). Jurnal Manajemen Pemasaran, Vol. 14, No. 2, hlm. 87–98.
Purwana, D., Rahmi, & Aditya, S. (2017). Pemanfaatan Media Sosial sebagai Sarana Promosi bagi Usaha Mikro, Kecil, dan Menengah (UMKM).
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing bagi Usaha Mikro, Kecil, dan Menengah pada Era Masyarakat Ekonomi ASEAN. Jurnal Riset Manajemen dan Bisnis, Vol. 3, No. 1, hlm. 61–76.
Setiawati, I., & Widyartati, P. (2017). Pengaruh Strategi Pemasaran Online terhadap Peningkatan Laba Usaha Mikro Kecil Menengah. Jurnal Ekonomi dan Bisnis, Vol. 20, No. 1, hlm. 1–10.
Hapsoro, B. B., Palupiningdyah, & Slamet, A. (2019). Peran Digital Marketing sebagai Upaya Peningkatan Omzet Penjualan Usaha Mikro, Kecil, dan Menengah. Jurnal Pengabdian kepada Masyarakat, Vol. 23, No. 2, hlm. 117–120.
Wardhana, A. (2015). Strategi Digital Marketing dan Implikasinya pada Keunggulan Bersaing UMKM. Jurnal Manajemen Indonesia, Vol. 15, No. 1, hlm. 1–12.
Kurniawati, D. P., & Arifin, N. (2015). Strategi Pemasaran melalui Media Sosial dan Minat Beli Konsumen. Jurnal Ilmu Ekonomi dan Sosial, Vol. 4, No. 2, hlm. 135–146.
Sari, N. M. W., & Setyowati, R. (2020). Literasi Digital dan Implementasi Pemasaran Online pada UMKM. Jurnal Ekonomi Kreatif dan Inovasi, Vol. 5, No. 1, hlm. 45–56.
Pradiani, T. (2017). Pengaruh Sistem Pemasaran Digital terhadap Peningkatan Volume Penjualan UMKM. Jurnal JIBEKA, Vol. 11, No. 2, hlm. 46–53.
Susanti, E., & Widodo, J. (2021). Pendampingan UMKM Berbasis Digital Marketing untuk Meningkatkan Daya Saing Usaha. Jurnal Pengabdian Masyarakat Ilmu Terapan, Vol. 3, No. 2, hlm. 89–97.
