PENINGKATAN PENGETAHUAN MELALUI EDUKASI STRATEGI BISNIS DIGITAL DAN PEMANFAATAN MARKETPLACE PADA KELOMPOK PENGRAJIN TENUN TRADISIONAL PONTIANAK

Abstract

Abstrak: Warisan budaya perlu dijaga dan dilestarikan agar tidak punah. Kain tradisional merupakan salah satu warisan budaya Indonesia. Salah satu kain tradisional yang perlu dilestarikan dan diperkenalkan kepada dunia adalah kain tradisional khas Kalimantan Barat. Di Kalimantan Barat terdapat beberapa lokasi tempat produksi kain tenun tradisional. Kampung tenun “Kanun” dihuni oleh sejumlah sekelompok ibu-ibu berusia 30 tahun keatas yang memiliki keahlian menenun. Banyaknya jumlah pengunjung wisatawan lokal dan international tidak membuat perekonomian warga kampung tenun khususnya kelompok penenun menjadi meningkat hal ini disebabkan rendahnya pengetahuan tentang marketing. Tujuan kegiatan pengabdian ini adalah peningkatan pengetahuan mitra dalam hal digital marketing dan pemanfaatan marketplace. Metode yang digunakan dalam kegiatan ini adalah metode partisipatif dari masyarakat. Metode penyampaian materi sosialisasi dibuat dengan menarik dan mudah dipahami. Implementasi pemanfaatan marketplace dipraktekkan secara langsung kepada peserta. Evaluasi dilakukan dengan melihat peningkatan jawaban benar dan berkurangnya jawaban salah saat pretest dan posttest. Hasil dari kegiatan pengabdian ini adalah peningkatan pemahaman peserta mengenai bisnis digital, dimana peningkatan pengetahuan terlihat dari jawaban benar yang meningkat dari 38% saat pretest menjadi 77% saat posttest, sedangkan jawaban salah berbanding terbalik dengan jawaban benar yaitu 62% saat pretest dan 23% saat posttest. Dapat disimpulkan bahwa kegiatan ini mampu memberikan manfaat yang sangat besar dan tepat sasaran bagi Kelompok Pengrajin Tenun. Para pengrajin tenun dapat menerapkan ilmu-ilmu yang telah diberikan saat sosialisasi untuk mengembangkan penjualan produk secara online. Bentuk kegiatan seperti ini merupakan bentuk yang sangat efektif untuk memberikan penyegaran dan tambahan wawasan di bidang marketing digital bagi pengrajin tenun tradisional.

Abstract: Cultural heritage needs to be maintained and preserved so that it does not become extinct. Traditional cloth is one of Indonesia's cultural heritage. One of the traditional fabrics that needs to be preserved and introduced to the world is the traditional cloth typical of West Kalimantan. In West Kalimantan there are several locations where traditional woven fabrics are produced. Weaving village "Kanun" which is located in RW.15, Gang. Sambas Jaya, Batu Layang Village, North Pontianak District is one of the villages that has the potential to become a center for traditional West Kalimantan cloth crafts. The “Kanun” weaving village is inhabited by a group of women aged 30 years and over who have weaving skills. The large number of local and international tourist visitors did not increase the economy of the weaving village residents, especially the weaving group, this was due to the lack of knowledge about marketing. The solution offered to overcome the problems faced by the residents of the Batu Layang “Kanun” weaving village was socialization regarding business strategies in the digital era as well as implementation of marketplace for marketing. The purpose of this service activity is to increase partners' knowledge in terms of digital marketing and use of the marketplace. The method used in this activity is a participatory method from the community. The method of delivering socialization material is made interesting and easy to understand. The implementation of using the marketplace is practiced directly with the participants. Evaluation is done by looking at the increase in correct answers and the decrease in wrong answers during the pretest and posttest. The percentage of correct answers is greater than the wrong answers, indicating an increase in participants' understanding of digital business, where an increase in knowledge can be seen from the correct answers which increased from 38% during the pretest to 77% during the posttest, while wrong answers were inversely proportional to the correct answers, namely 62% during pretest and 23% at posttest. It can be concluded that this activity is able to provide enormous benefits and is right on target for the Weaving Craftsmen Group. Weaving craftsmen can apply the knowledge that has been given during the socialization to develop product sales online.