PEMUDA GO DIGITAL: PENGUATAN UMKM DESA MELALUI LITERASI E-COMMERCE DAN KEWIRAUSAHAAN BERBASIS PRODUK KREATIF

Abstract

ABSTRAK

Program Pengabdian Kepada Masyarakat (PKM) dengan tema “Pemuda Go Digital” dilaksanakan sebagai upaya strategis dalam pemberdayaan pemuda dan pelaku usaha muda di Desa Karang Menjangan melalui penguatan kapasitas digital berbasis ekonomi kreatif. Permasalahan utama yang dihadapi mitra meliputi keterbatasan inovasi produk, lemahnya pengelolaan keuangan usaha, serta rendahnya kemampuan dalam pemanfaatan teknologi digital untuk pemasaran. Kondisi tersebut berdampak pada rendahnya daya saing produk lokal serta terbatasnya akses terhadap pasar yang lebih luas. Program ini menawarkan solusi melalui tiga bidang utama, yaitu: (1) Bidang Produksi, dengan pelatihan inovasi produk dan pengemasan ramah lingkungan; (2) Bidang Manajemen, melalui pendampingan pembukuan sederhana serta penguatan aspek legalitas usaha; dan (3) Bidang Pemasaran, dengan pelatihan pembuatan konten digital, penguatan branding, serta optimalisasi media sosial sebagai sarana promosi. Pelaksanaan kegiatan dilakukan dengan pendekatan workshop, coaching clinic, dan pendampingan intensif berbasis komunitas digital yang melibatkan partisipasi aktif mitra selama tiga bulan. Hasil kegiatan menunjukkan adanya peningkatan kemampuan produksi sebesar 40%, efisiensi biaya operasional sebesar 25%, serta peningkatan omzet rata-rata hingga 30% melalui pemanfaatan strategi pemasaran digital. Selain itu, terbentuk komunitas digitalpreneur desa sebagai wadah keberlanjutan kegiatan dan kolaborasi antar pelaku usaha muda. Secara keseluruhan, program ini menunjukkan bahwa penguatan kapasitas digital berbasis ekonomi kreatif berpotensi menjadi model pemberdayaan berkelanjutan dalam mendukung pengembangan wirausaha muda berbasis potensi lokal di era transformasi ekonomi digital.

Kata kunci: Pemberdayaan Pemuda; Ekonomi Kreatif; Wirausaha Digital; Pemasaran Digital; Inovasi Produk.

ABSTRACT

The Community Service Program (PKM) “Pemuda Go Digital” was implemented as a strategic effort to empower youth and young entrepreneurs in Karang Menjangan Village through strengthening digital capacity based on the creative economy. The main problems faced by partners include limited product innovation, weak business financial management, and low ability to utilize digital technology for marketing. These conditions have an impact on the low competitiveness of local products and limited access to wider markets. This program offers solutions through three main areas, namely: (1) Production, with training in product innovation and environmentally friendly packaging; (2) Management, through assistance with simple bookkeeping and strengthening business legal aspects; and (3) Marketing, with training in digital content creation, strengthening branding, and optimizing social media as a promotional tool. The implementation of activities was carried out using a workshop approach, coaching clinics, and intensive digital community-based mentoring involving the active participation of partners for three months. The results of the activities showed an increase in production capacity of 40%, operational cost efficiency of 25%, and an average increase in turnover of up to 30% through the use of digital marketing strategies. In addition, a village digitalpreneur community was established as a platform for sustainable activities and collaboration among young entrepreneurs. Overall, this program demonstrates that strengthening digital capacity based on the creative economy has the potential to become a sustainable empowerment model for supporting the development of young entrepreneurs based on local potential in the era of digital economic transformation.

Keywords: Youth Empowerment; Ereative Economy; Digitalpreneur; Digital Marketing; Product Innovation.