DIGITALISASI PEMASARAN PRODUK BERBASIS WEBSITE GUNA MEMPERLUAS JANGKAUAN PASAR PADA USAHA MIKRO SAVIRA FROZEN FOOD PONOROGO

Abstract

ABSTRAK                                                                            

Digitalisasi pemasaran menjadi tantangan sekaligus peluang bagi Usaha Mikro, Kecil, dan Menengah (UMKM) dalam menghadapi persaingan di era global. Savira Frozen Food, sebagai salah satu UMKM di Ponorogo yang bergerak di bidang makanan beku, mengalami keterbatasan dalam memperluas jangkauan pasar akibat masih mengandalkan metode pemasaran konvensional. Oleh karena itu, program pengabdian ini bertujuan untuk meningkatkan daya saing dan cakupan pemasaran melalui digitalisasi berbasis website. Metode yang digunakan dalam program ini meliputi pendampingan dan pelatihan pemasaran digital, pembuatan serta optimalisasi website, dan evaluasi terhadap dampak implementasi digitalisasi. Pendekatan ini mencakup analisis kebutuhan, pengembangan platform digital, hingga pemantauan efektivitas pemasaran online. Hasil program menunjukkan adanya peningkatan pemahaman pelaku usaha mengenai pemasaran digital, terbentuknya website resmi sebagai media promosi, serta peningkatan jumlah pesanan baik secara online maupun offline. Meskipun distribusi pelanggan belum merata. Selain itu, mayoritas pelanggan berasal dari kalangan perempuan, yang menunjukkan daya tarik produk frozen food bagi segmen rumah tangga. Secara keseluruhan, dapat disimpulkan bahwa digitalisasi pemasaran berbasis website sangat efektif dalam meningkatkan aksesibilitas dan daya saing Savira Frozen Food. Langkah selanjutnya perlu adanya optimalisasi strategi pemasaran digital, termasuk perluasan promosi dan pemanfaatan media sosial, agar lebih ditingkatkan guna memperluas jangkauan pasar secara lebih merata.

Kata kunci: pemasaran digital; website; jangkauan pasar; usaha mikro; makanan beku

ABSTRACT

Marketing digitalization is both a challenge and an opportunity for Micro, Small, and Medium Enterprises (MSMEs) in facing competition in the global era. Savira Frozen Food, as one of the MSMEs in Ponorogo engaged in frozen food, experiences limitations in expanding market reach due to still relying on conventional marketing methods. Therefore, this service program aims to increase competitiveness and marketing coverage through website-based digitalization. The methods used in this program include digital marketing mentoring and training, website creation and optimization, and evaluation of the impact of digitalization implementation. This approach includes needs analysis, digital platform development, and monitoring the effectiveness of online marketing. The results of the program showed an increase in business owners' understanding of digital marketing, the establishment of an official website as a promotional medium, and an increase in the number of orders both online and offline. Although the distribution of customers has not been evenly distributed. In addition, the majority of customers come from women, which shows the attractiveness of frozen food products for the household segment. Overall, it can be concluded that website-based marketing digitization is very effective in increasing the accessibility and competitiveness of Savira Frozen Food. The next step needs to be the optimization of digital marketing strategies, including the expansion of promotions and the use of social media, to be further improved in order to expand market reach more evenly.

Keywords: digital marketing; website; market reach; MSMEs, frozen food