Peningkatan Keterampilan Digital Marketing dan Pembuatan Konten bagi Pengrajin Gitar Tradisional

Abstract

Abstract:  Ngrombo Village, located in Baki District, Sukoharjo Regency, is a prominent guitar craftsmanship center in Indonesia. However, local artisans face significant challenges in product marketing due to limited digital literacy and inadequate adoption of digital marketing strategies. This program aimed to enhance the digital marketing skills of guitar artisans through training and mentorship in digital marketing strategies and content creation. The one-month program involved 50 artisans and employed methods such as lectures, workshops, and hands-on practice. The digital marketing training, led by industry experts, focused on social media optimization and e-commerce utilization. Additionally, a follow-up content creation workshop was conducted to improve product photography and copywriting skills. Evaluation results indicated that 80% of participants improved their understanding of digital marketing, 65% optimized their social media presence, and customer engagement increased by 50%. Challenges included maintaining consistency in business account management and limited access to paid advertising. Long-term solutions require continuous mentorship and the development of data-driven marketing strategies.

Abstrak: Desa Ngrombo, Kecamatan Baki, Kabupaten Sukoharjo, merupakan salah satu sentra kerajinan gitar terkemuka di Indonesia. Namun, para pengrajin menghadapi tantangan besar dalam pemasaran produk akibat keterbatasan literasi digital dan minimnya pemanfaatan strategi digital marketing. Program pengabdian ini bertujuan untuk meningkatkan keterampilan pemasaran digital bagi pengrajin gitar melalui pelatihan dan pendampingan dalam strategi digital marketing serta pembuatan konten pemasaran. Kegiatan dilaksanakan selama satu bulan dan diikuti oleh 50 pengrajin gitar, dengan metode penyuluhan, workshop, serta praktik langsung. Pelatihan digital marketing menghadirkan pakar di bidangnya dan berfokus pada optimasi media sosial serta pemanfaatan platform e-commerce. Sebagai tindak lanjut, pelatihan pembuatan konten pemasaran dilakukan untuk meningkatkan keterampilan dalam fotografi produk. Hasil evaluasi menunjukkan bahwa 80% peserta mengalami peningkatan pemahaman digital marketing, 65% mulai mengoptimalkan media sosial mereka, dan terjadi peningkatan interaksi pelanggan hingga 50%. Kendala yang dihadapi meliputi konsistensi dalam pengelolaan akun bisnis serta keterbatasan dalam penggunaan iklan berbayar. Untuk solusi jangka panjang, diperlukan program pendampingan berkelanjutan dan pengembangan strategi pemasaran berbasis data.