Pendampingan UMKM martabak telor india melalui digital marketing guna optimalisasi penjualan di gofood berdampak
Abstract
Abstrak
Transformasi digital telah menjadi kebutuhan strategis bagi pelaku usaha mikro, kecil, dan menengah (UMKM), khususnya pada sektor kuliner. Masih banyak UMKM martabak telor India yang menghadapi kendala dalam memanfaatkan platform digital secara optimal, hal ini disebabkan rendahnya literasi pemasaran digital, tampilan produk yang kurang menarik, serta belum maksimalnya penggunaan fitur promosi pada GoFood. Program pengabdian kepada masyarakat ini di ikutin oleh 20 orang UMKM goofood di kota Palembang bertujuan untuk mendampingi UMKM martabak telor India dalam mengimplementasikan strategi digital marketing guna meningkatkan visibilitas usaha, memperluas jangkauan pasar, dan mengoptimalkan penjualan melalui platform GoFood. Metode pelaksanaan kegiatan meliputi observasi awal, identifikasi permasalahan mitra, pelatihan digital marketing, optimalisasi menu dan foto produk, penyusunan copywriting promosi, pemanfaatan fitur voucher dan diskon, serta evaluasi hasil penjualan sebelum dan sesudah pendampingan. Evaluasi pretest dan posttest menunjukan peningkatan omzet 45%, adopsi transaksi digital 85%, dan 35% pelanggan baru setelah optimalisasi akun merchant dan strategi promosi digital. Hasil kegiatan menunjukkan adanya peningkatan kemampuan mitra dalam mengelola Fitur Promosi Digital secara mandiri, memperbaiki kualitas katalog digital, serta memanfaatkan strategi promosi yang lebih efektif. Secara empiris, pendampingan ini berdampak pada peningkatan jumlah pesanan harian, perluasan jangkauan.
Kata kunci: UMKM; digital marketing; gofood; optimalisasi penjualan; transformasi digital.
Abstract
Digital transformation has become a strategic necessity for micro, small, and medium enterprises (MSMEs), particularly in the culinary sector. Many Indian egg martabak MSMEs still face obstacles in optimally utilizing digital platforms, this is due to low digital marketing literacy, unattractive product displays, and less than optimal use of promotional features on GoFood. This community service program was attended by 20 GoFood MSMEs in Palembang city aimed to assist Indian egg martabak MSMEs in implementing digital marketing strategies to increase business visibility, expand market reach, and optimize sales through the GoFood platform. The implementation method of the activity included initial observation, identification of partner problems, digital marketing training, optimization of menus and product photos, preparation of promotional copywriting, utilization of voucher and discount features, and evaluation of sales results before and after mentoring. Pretest and posttest evaluations showed a 45% increase in turnover, 85% digital transaction adoption, and 35% new customers after optimizing merchant accounts and digital promotion strategies. The results of the activity demonstrated an increase in partners' ability to independently manage Digital Promotion Features, improve the quality of their digital catalogs, and utilize more effective promotional strategies. Empirically, this mentoring resulted in an increase in daily orders and expanded reach.
Keywords: MSMEs; digital marketing; gofood; sales optimization; digital transformation.
Keywords
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DOI: https://doi.org/10.31764/jpmb.v10i3.39057
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