OPTIMALISASI PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN UMKM

Ni Putu Nita Anggraini; Ni Wayan Rustiarini; I Ketut Sassu Budi Satwam

doi:10.31764/jmm.v6i6.11216

OPTIMALISASI PEMASARAN DIGITAL BERBASIS MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN UMKM

Ni Putu Nita Anggraini, Ni Wayan Rustiarini, I Ketut Sassu Budi Satwam

Abstract

Abstrak: Pandemi Covid-19 mendorong pelaku bisnis untuk mengadopsi strategi pemasaran digital berbasis media sosial, termasuk UMKM. UMKM Jejukutan merupakan salah satu usaha yang belum memanfaatkan penggunaan pemasaran digital secara maksimal. Akibatnya, realisasi penjualan belum mampu memenuhi target penjualan meskipun tren penjualan terus mengalami peningkatan. Kegiatan pengabdian masyarakat ini bertujuan untuk mengoptimalkan peran pemasaran digital melalui Facebook dan Instagram sehingga dapat meningkatkan jumlah transaksi dan penjualan produk. Kegiatan pengabdian ini melibatkan tiga orang pemilik UMKM Jejukutan. Hasil monitoring dan evaluasi menunjukkan bahwa Pelaksanaan kegiatan menggunakan metode wawancara dan diskusi, pendampingan, serta monitoring dan evaluasi. mengindikasikan bahwa program optimalisasi pemasaran digital pada Facebook dan Instagram secara efektif meningkatkan jumlah transaksi pelanggan sebanyak 32,71% dan meningkatkan penjualan produk UMKM sebesar 39,49%.

Abstract: The Covid-19 pandemic has encouraged business people to adopt social media-based digital marketing strategies, including MSMEs. Jejukutan SMEs is one of the businesses that have not utilized digital marketing to its full potential. As a result, the realization of sales has not been able to meet the sales target even though the sales trend continues to increase. This community service activity aims to optimize the role of digital marketing through Facebook and Instagram to increase customer transaction and sales of products. This service activity involves three Jejukutan MSME owners. The monitoring and evaluation results show that optimizing digital marketing on Facebook and Instagram effectively increases the number of customer transactions by 32.71% and increase sales of MSME products by 39.49%.

Keywords

social media; digital marketing; MSME.

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DOI: https://doi.org/10.31764/jmm.v6i6.11216