Optimalisasi digital marketing melalui marketplace shopee dan media sosial dalam meningkatkan penjualan kelompok pengrajin tenun ‘Nina Penenun’ di Desa Pringgasela Selatan

Abstract

Abstrak

Desa Pringgasela Selatan merupakan salah satu desa di Kabupaten Lombok Timur yang memiliki banyak potensi, salah satunya adalah kerajinan tenun. Kerajinan tenun ini sudah berlangsung turun temurun yang merupakan warisan nenek moyang masyarakat Desa Pringgasela Selatan. Namun, kain tenun yang dihasilkan belum dikenal secara luas. Hal tersebut disebabkan karena minimnya promosi dan para penenun belum melek teknologi, khususnya pada digital marketing. Pengabdian kepada masyarakat ini bertujuan untuk optimalisasi digital marketing baik melalui Market Place Shopee dan Media Sosial sebagai wadah strategi pemasaran dan promosi produk dalam meningkatkan penjualan produk tenun para penenun yang tergabung dalam Kelompok “Nina Penenun”. Sementara itu, metode yang digunakan mulai dari perencanaan, program kerja, deskripsi dan teknologi, hingga rencana program berkelanjutan ini menggunakan pendekatan Participatory Action Research (PAR). Pengabdian kepada masyarakat ini dilaksanakan dalam beberapa tahapan yang dimulai dari (1) Pengenalan digital marketing secara umum dan pembuatan akun Market Place “Shopee” (2) Sosialisasi dan pendampingan pemanfaatan Market Place “Shopee” dan media sosial (3) Penggunaan aplikasi Market Place “Shopee” dan media sosial. Adapun peserta pendampingan dari Kelompok Nina Penenun sebanyak 14 orang. Hasil dari kegiatan pendampingan ini, Kelompok Nina Penenun bisa menggunakan market place dan media sosial, para penenun dapat mendesain dan mempromosikan produk dengan menarik, Selain itu, memiliki strategi pemasaran secara online melalui aplikasi shopee  dan media sosial untuk meningkatan penjualan produk mereka.

Kata Kunci: pengrajin tenun; digital marketing; market place; strategi pemasaran; media sosial.

Abstract

South Pringgasela Village is one of the villages in East Lombok Regency with significant potential, including weaving crafts. This weaving craft has been passed down thru generations, representing the ancestral heritage of the people of South Pringgasela Village. However, the woven fabric produced is not yet widely known. This is due to the lack of promotion and the weavers' lack of technological literacy, particularly in digital marketing. This community service aims to optimize digital marketing thru both the Shopee marketplace and social media as platforms for product marketing and promotion strategies to increase the sales of woven products from weavers who are members of the "Nina Penenun" group.
Meanwhile, the methods used range from planning, work programs, descriptions, and technology, to this sustainable program plan, which utilizes the Participatory Action Research (PAR) approach. This community service was carried out in several stages, starting with (1) an introduction to digital marketing in general and the creation of a "Shopee" marketplace account, (2) socialization and mentoring on the use of the "Shopee" marketplace and social media, and (3) the use of the "Shopee" marketplace and social media application. The participants in this mentoring program were 14 members of the Nina Weavers Group. The results of this mentoring activity showed that the Nina Weavers Group was able to use the marketplace and social media, and the weavers were able to design and promote their products attractively. Additionally, they developed online marketing strategies thru the Shopee application and social media to increase their product sales.

Keywords: weaving craftsmen; digital marketing; marketplace; marketing strategy; social media.