Peningkatan kapasitas UMKM melalui pelatihan digital marketing di desa Kragan, Sidoarjo [Enhancing MSME Capacity through Digital Marketing Training in Kragan Village, Sidoarjo]
DOI:
https://doi.org/10.47679/ib.20251227Keywords:
UMKM, Wirausaha, Digital marketing, Pemberdayaan masyarakat, Transformasi digital.Abstract
Abstract. This community service program aims to enhance the capacity of micro, small, and medium enterprises (MSMEs) in Kragan Village, Sidoarjo, by providing digital marketing training. This initiative addresses the limited digital literacy among local entrepreneurs, most of whom still rely on traditional promotion methods despite the village’s strong entrepreneurial spirit. The training includes practical workshops on utilizing social media, managing online marketplaces, and graphic design using tools such as Canva. The program is based on the importance of digital literacy for the competitiveness and sustainability of MSMEs in the digital era. Participants demonstrated significant engagement, with activities structured around planning, implementation, evaluation, and ongoing support through a WhatsApp group. Evaluation results showed marked improvements in participants’ understanding and practical application of digital marketing strategies. The program demonstrates that with proper training and community involvement, rural entrepreneurs can effectively adopt modern digital strategies. The findings also indicate that integrating religious values into digital marketing can foster customer trust and add value to businesses. Recommendations include further community engagement initiatives to build a sustainable local digital ecosystem that supports ongoing development and collaboration with local government and businesses.
Abstrak. Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas usaha mikro, kecil, dan menengah (UMKM) di Desa Kragan, Sidoarjo, melalui pemberian pelatihan pemasaran digital. Prakarsa ini mengatasi keterbatasan literasi digital di kalangan wirausahawan lokal, yang sebagian besar mengandalkan metode promosi tradisional meskipun desa tersebut memiliki semangat kewirausahaan yang tinggi. Pelatihan ini mencakup lokakarya praktis tentang pemanfaatan media sosial, pengelolaan pasar daring, dan desain grafis melalui alat seperti Canva. Program ini berlandaskan pada pentingnya literasi digital bagi daya saing dan keberlanjutan UMKM di era digital. Peserta menunjukkan keterlibatan yang signifikan, dengan kegiatan yang terstruktur dalam perencanaan, implementasi, evaluasi, dan dukungan berkelanjutan melalui grup WhatsApp. Hasil evaluasi menunjukkan peningkatan nyata dalam pemahaman peserta dan penerapan praktis strategi pemasaran digital. Program ini menunjukkan bahwa dengan pelatihan yang tepat dan keterlibatan masyarakat, wirausahawan pedesaan dapat secara efektif mengadopsi strategi digital modern. Temuan tersebut juga menunjukkan bahwa mengintegrasikan nilai-nilai keagamaan ke dalam pemasaran digital dapat menumbuhkan kepercayaan pelanggan dan menambah nilai bagi bisnis. Rekomendasi mencakup inisiatif keterlibatan masyarakat lebih lanjut untuk membangun ekosistem digital lokal berkelanjutan yang mendukung pengembangan berkelanjutan dan kolaborasi dengan pemerintah dan perusahaan setempat.
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