PENDAMPINGAN PEMASARAN DIGITAL BERBASIS KEBUTUHAN UNTUK MENINGKATKAN DAYA SAING UMKM HIKMAH KITCHEN

Ardista Dwi Elsania; Moh. Ariyanto; Haura Nasywa Habenula; Hidayatul Mazidah; Cinta Taufatul Ummah

doi:10.31764/jmm.v10i1.37223

PENDAMPINGAN PEMASARAN DIGITAL BERBASIS KEBUTUHAN UNTUK MENINGKATKAN DAYA SAING UMKM HIKMAH KITCHEN

Ardista Dwi Elsania, Moh. Ariyanto, Haura Nasywa Habenula, Hidayatul Mazidah, Cinta Taufatul Ummah

Abstract

Abstrak: UMKM Hikmah Kitchen menghadapi permasalahan berupa rendahnya literasi digital, belum optimalnya penggunaan media sosial, ketiadaan pengelolaan marketplace, serta teknik pengemasan yang belum memenuhi standar pengiriman jarak jauh. Pendampingan ini bertujuan meningkatkan kapasitas pemasaran digital mitra, khususnya keterampilan pengelolaan media sosial dan marketplace, pembuatan konten promosi, teknik copywriting, serta pengemasan produk agar mampu bersaing di pasar online. Kegiatan dilaksanakan pada UMKM Hikmah Kitchen yang berlokasi di Desa Paciran, Kabupaten Lamongan, Jawa Timur, dengan pemilik usaha sebagai mitra tunggal. Metode pelaksanaan mencakup observasi awal, wawancara, perancangan identitas visual, pembuatan akun digital, serta workshop teknis berbasis hands-on training sesuai kebutuhan mitra, serta pendampingan intensif selama satu bulan. Hasil evaluasi menunjukkan adanya peningkatan kompetensi signifikan, dengan kenaikan skor dari 14 (pre-test) menjadi 50 (post-test). Performa digital turut meningkat melalui 7.972 tayangan Instagram, 2.084 tayangan TikTok, serta 64 pengunjung, 18 keranjang, 17 pesanan, dan total penjualan Shopee sebesar Rp.247.870. Skor kepuasan mitra sebesar 37 dari 40 (92,5%) yang mengonfirmasi bahwa pendampingan berdampak positif bagi mitra.

Abstract: The Hikmah Kitchen MSME faces challenges such as low digital literacy, suboptimal use of social media, lack of marketplace management, and packaging techniques that do not meet long-distance delivery standards. This mentoring aims to improve partners' digital marketing capacity, particularly social media and marketplace management skills, promotional content creation, copywriting techniques, and product packaging to enable them to compete in the online market. The activity was carried out at the Hikmah Kitchen MSME located in Paciran Village, Lamongan Regency, East Java, with the business owner as the sole partner. The implementation method included initial observation, interviews, visual identity design, digital account creation, and technical workshops based on hands-on training according to the partner's needs, as well as intensive mentoring for one month. The evaluation results showed a significant increase in competency, with a score increasing from 14 (pre-test) to 50 (post-test). Digital performance also increased through 7,972 Instagram views, 2,084 TikTok views, as well as 64 visitors, 18 baskets, 17 orders, and total Shopee sales of Rp. 247,870. The partner satisfaction score was 37 out of 40 (92.5%), confirming that the mentoring had a positive impact on partners.

Keywords

Digital Marketing; MSMEs; Mentoring; Social Media; Marketplace.

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DOI: https://doi.org/10.31764/jmm.v10i1.37223