SOSIALISASI PENGEMBANGAN STRATEGI PEMASARAN UNTUK USAHA KECIL MENENGAH DI KECAMATAN TAKTAKAN

Abstract

ABSTRAK

Usaha Kecil Menengah (UKM) punya peran besar dalam memperkuat ekonomi masyarakat, tapi mereka masih sering kesulitan saat harus mengembangkan strategi pemasaran yang modern, apalagi soal digital marketing. Program Pengabdian Kepada Masyarakat (PKM) ini fokus buat membantu pelaku UKM di Kecamatan Taktakan supaya lebih paham, terampil, dan siap menghadapi pemasaran digital yang makin berkembang di era industri 4.0. Di sini, mereka nggak cuma dapat sosialisasi soal pemasaran modern, tapi juga pelatihan digital marketing, penguatan branding produk, sampai praktik langsung bikin konten digital buat promosi.Metode yang dipakai lumayan beragam. Ada ceramah interaktif, demonstrasi, latihan langsung, diskusi, sampai pembelajaran berbasis masalah. Pesertanya datang dari UKM yang bergerak di bidang kuliner, kerajinan, fesyen, sama perdagangan lokal. Hasilnya, jelas terasa. Para pelaku UKM jadi lebih mengerti konsep pemasaran, makin jago bikin konten visual, aktif pakai media sosial, dan mulai percaya diri beradaptasi sama teknologi. Dulu mereka cenderung pasif, sekarang sudah kelihatan lebih adaptif, kreatif, dan inovatif waktu mengembangkan produk atau brand mereka.PKM ini memang langsung berdampak. UKM jadi lebih kompetitif, jangkauan pasar makin luas, dan peluang penjualan pun meningkat. Ke depannya, program seperti ini perlu terus didampingi lewat pelatihan digital marketing yang lebih intensif dan kolaborasi bareng pemerintah atau mitra industri, supaya UKM benar-benar bisa bersaing di dunia bisnis yang makin global.

Kata Kunci : UKM, Digital Marketing, Branding, Strategi Pemasaran, PKM

ABSTRACT

Small and Medium Enterprises (SMEs) play a crucial role in strengthening local economies, but they often struggle to develop modern marketing strategies, particularly digital marketing. This Community Service Program (PKM) focuses on helping SMEs in Taktakan District become more knowledgeable, skilled, and prepared for the rapidly evolving digital marketing landscape of Industry 4.0. Here, they receive not only modern marketing education but also digital marketing training, product branding enhancement, and hands-on experience in creating digital content for promotions. The methods used were quite diverse. These included interactive lectures, demonstrations, hands-on exercises, discussions, and problem-based learning. Participants came from SMEs operating in the culinary, craft, fashion, and local trade sectors. The results were clear. SMEs gained a better understanding of marketing concepts, became more adept at creating visual content, actively used social media, and became confident in adapting to technology. Previously, they tended to be passive, but now they appear more adaptable, creative, and innovative in developing their products or brands. This PKM program has had an immediate impact. SMEs have become more competitive, their market reach has expanded, and sales opportunities have increased. Going forward, programs like this need to be supported through more intensive digital marketing training and collaboration with government and industry partners to ensure SMEs can truly compete in an increasingly global business world.

Keywords: MSMEs, Digital Marketing, Branding, Marketing Strategy, Community Service