Optimalisasi strategi branding pada produk UMKM di era transformasi digital di Desa Kepek Gumregah
Abstract
Abstrak
Digitalisasi pada pemasaran produk UMKM menjadi salah satu strategi dalam mengenalkan dan meningkatkan penjualan produk UMKM Desa Kepek, Kecamatan Wonosari, Kabupaten Gunungkidul. Pengabdian kepada Masyarakat yang berfokus pada pelatihan pemasaran digital dan branding destinasi bertujuan untuk mewujudkan pengembangan desa preneur yang mampu stabil dalam meningkatkan produktivitas dan pemasaran produk. Pengelola UMKM memiliki keterbatasan dalam mengembangan pengelolaan produk UMKM hingga evaluasinya. Oleh karenanya, pemilihan topik untuk memberdayakan pertumbuhan pengelolaan produk UMKM agar lebih kompetitif dan berkelanjutan khususnya pada halal industri. Metode yang digunakan dalam melaksanakan pengabdian ini mencakup peninjauan kembali pengetahuan pengelola UMKM untuk menyetarakan persepsi, pelatihan penggunaan platform digital untuk melakukan pemasaran produk, pendampingan proses produksi pemasaran, pengembangan strategi hingga evaluasi yang dapat dilakukan. Kegiatan pengabdian diwujudkan melalui kegiatan pelatihan dan kerja tim secara bersama sesuai dengan bidang UMKM masing-masing. Hasil pengabdian ini menunjukkan bahwa pentingnya digitalisasi pemasaran produk UMKM untuk meningkatkan daya saing UMKM dari masing-masing jenis produk. Selain itu, membuka peluang untuk pengelola UMKM dalam memperluas jaringan pemasaran sehingga mampu berkontribusi dalam pertumbuhan ekonomi dan meningkatkan kesejahteraan Masyarakat.
Kata kunci: pengabdian; pelatihan; UMKM; branding
Abstract
Digitalization in the marketing of MSME products is one of the strategies in introducing and increasing sales of MSME products in Kepek Village, Wonosari District, Gunungkidul Regency. Community service that focuses on digital marketing training and destination branding aims to realize the development of preneur villages that can be stable in increasing productivity and product marketing. MSME managers have limitations in developing MSME product management to its evaluation. Therefore, the selection of topics to empower the growth of MSME product management to be more competitive and sustainable, especially in the halal industry. The methods used in carrying out this service include reviewing the knowledge of MSME managers to equalize perceptions, training in the use of digital platforms to market products, assisting the marketing production process, developing strategies to evaluate what can be done. Service activities are realized through training activities and teamwork together according to the respective MSME fields. The results of this service show that the importance of digitizing MSME product marketing to increase the competitiveness of MSMEs of each type of product. In addition, it opens up opportunities for MSME managers to expand marketing networks so that they can contribute to economic growth and improve community welfare.
Keywords: service; training; UMKM; branding
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DOI: https://doi.org/10.31764/jpmb.v9i2.29896
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