Bakpia Rania Go-Digital: Pendampingan Pemasaran Digital dari Nol menuju Mandiri
Abstract
Abstract: MSMEs in the traditional food sector, such as bakpia, often face challenges in digital marketing due to limited knowledge, limited budgets, and tight production schedules. This service activity aims to increase the digital marketing capacity of Bakpia Rania SMEs that previously lacked brand identity, attractive packaging, professional product documentation, and social media presence. The implementation method consists of flexible, schedule-based assistance via WhatsApp, hands-on training with free applications (Canva for logo and packaging design, Snapseed for photo editing), and optimization of digital marketing channels (Instagram, Facebook, and WhatsApp Catalog). The results showed that partners succeeded in creating simple logos, upgrading packaging from ordinary plastic to label stickers and small boxes, producing conceptualized product photo documentation, and actively and independently managing social media. Partners' confidence in marketing products has also increased significantly. The success of this mentoring underscores the importance of a gradual, free, application-based approach, as well as time flexibility, in empowering micro-scale MSMEs, as these strategies have proven adaptable to resource limitations while encouraging sustainable digital transformation.
Abstrak: UMKM di sektor pangan tradisional seperti bakpia sering menghadapi tantangan dalam pemasaran digital akibat keterbatasan pengetahuan, anggaran, serta waktu produksi yang padat. Kegiatan pengabdian ini bertujuan untuk meningkatkan kapasitas pemasaran digital pada UKM Bakpia Rania yang sebelumnya belum memiliki identitas merek, kemasan menarik, dokumentasi produk profesional, serta keaktifan di media sosial. Metode pelaksanaan terdiri atas pendampingan berbasis jadwal fleksibel melalui komunikasi WhatsApp, pelatihan praktik langsung (hands-on training) menggunakan aplikasi gratis (Canva untuk desain logo dan kemasan, Snapseed untuk edit foto), serta optimalisasi kanal pemasaran digital (Instagram, Facebook, dan WhatsApp Catalog). Hasil kegiatan menunjukkan bahwa mitra berhasil menciptakan logo sederhana, meningkatkan kemasan dari plastik biasa menjadi stiker label dan box kecil, menghasilkan dokumentasi foto produk yang terkonsep, serta mengelola media sosial secara aktif dan mandiri. Kepercayaan diri mitra dalam memasarkan produk juga meningkat secara signifikan. Keberhasilan pendampingan ini menegaskan pentingnya pendekatan bertahap, berbasis aplikasi gratis, serta fleksibilitas waktu dalam memberdayakan UMKM skala mikro, karena strategi tersebut terbukti adaptif terhadap keterbatasan sumber daya sekaligus mampu mendorong transformasi digital yang berkelanjutan.Keywords
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DOI: https://doi.org/10.31764/am.v5i4.38999
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