Pelatihan digital marketing berbasis tren data segmentasi pasar era 5.0 socienty bagi UMKM Kota Palembang

Yeni Yeni, Mohammad Kurniawan Darmaputera, Siti Komariah Hildayanti

Abstract


Abstrak

Pelatihan Digital Marketing UMKM ”Sate Suki” Binaan Pegadaian Kota Palembang Berbasis Tren Data Perilaku Konsumen di Era 5.0 Society bertujuan untuk memberikan wawasan dan keterampilan praktis kepada para pelaku usaha dalam memanfaatkan data perilaku konsumen untuk merancang strategi pemasaran yang efektif. Era 5.0 ditandai dengan interaksi manusia dan mesin yang semakin kompleks, di mana teknologi berperan penting dalam memahami kebutuhan dan preferensi konsumen. Peserta PKM diajarkan cara mengumpulkan, menganalisis, dan menerapkan data perilaku konsumen dalam pengembangan strategi pemasaran digital. Metodologi yang digunakan mencakup studi kasus, diskusi kelompok, dan simulasi pemasaran berbasis data. Topik yang dibahas meliputi pengenalan alat analisis data, segmentasi pasar, personalisasi konten, serta strategi pemasaran omnichannel. Hasil pelatihan ini peningkatan kemampuan peserta dalam memanfaatkan data untuk meningkatkan engagement dan konversi, serta pemahaman yang lebih baik tentang perubahan perilaku konsumen di era digital. Dengan demikian, diharapkan pelaku usaha UMKM Sate Suki dapat beradaptasi dengan cepat terhadap dinamika pasar dan memenuhi ekspektasi konsumen yang terus berkembang. Kegiatan ini dapat meningkatkan daya saing bisnis lokal dalam menghadapi tantangan global, serta menciptakan ekosistem pemasaran yang lebih responsif dan berkelanjutan. Pelatihan ini langkah penting menuju transformasi digital yang lebih menyeluruh di kalangan pelaku usaha, sehingga UMKM binaan Pegadaian dapat memanfaatkan potensi penuh dari era 5.0 Society.

 

Kata kunci:  digital marketing; perilaku konsumen; strategi pemasaran; segmentasi pasar; personalisasi konten

 

Abstract

Digital Marketing Training for MSMEs "Sate Suki" Fostered by Pegadaian Kota Palembang Based on Consumer Behavior Data Trends in the 5.0 Society Era aims to provide insight and practical skills to business actors in utilizing consumer behavior data to design effective marketing strategies. The 5.0 era is characterized by increasingly complex human and machine interactions, where technology plays an important role in understanding consumer needs and preferences. PKM participants are taught how to collect, analyze, and apply consumer behavior data in developing digital marketing strategies. The methodology used includes case studies, group discussions, and data-based marketing simulations. Topics discussed include introduction to data analysis tools, market segmentation, content personalization, and omnichannel marketing strategies. The results of this training are increased participants' ability to utilize data to increase engagement and conversion, as well as a better understanding of changes in consumer behavior in the digital era. Thus, it is hoped that MSME Sate Suki business actors can adapt quickly to market dynamics and meet evolving consumer expectations. This activity can increase the competitiveness of local businesses in facing global challenges, as well as create a more responsive and sustainable marketing ecosystem. This training is an important step towards a more comprehensive digital transformation among business actors, so that Pegadaian's fostered MSMEs can utilize the full potential of the 5.0 Society era.

 

Keywords: digital marketing; consumer behavior; marketing strategy; market segmentation; personalization content


Keywords


digital marketing; consumer behavior; marketing strategy; market segmentation; personalization content

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DOI: https://doi.org/10.31764/jpmb.v8i4.27140

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