Pelatihan Pemasaran Digital sebagai Upaya Pemberdayaan Ekonomi Masyarakat Desa di Kecamatan Subang, Kabupaten Subang

Karyono Karyono; Siti Mujanah; Ekbal Santoso

doi:10.59603/jpmnt.v2i4.543

Authors

Karyono Karyono 1Universitas Pelita Bangsa
Siti Mujanah Universitas 17 Agustus 1945 Surabaya
Ekbal Santoso Universitas PGRI Adi Buana Kampus Blitar

DOI:

https://doi.org/10.59603/jpmnt.v2i4.543

Keywords:

Digital marketing, MSMEs, community empowerment, information technology

Abstract

The Community Service activity (PkM) with the title “Digital Marketing Training as an Effort to Empower the Economy of Village Communities in Subang District, Subang Regency ”* aims to increase the knowledge and skills of Micro, Small and Medium Enterprises (MSMEs) in Subang District Village in utilizing digital technology for marketing their products. The methods used in this training include the provision of digital marketing theory materials, practice in using digital platforms (such as social media and e-commerce), and evaluation through pre-test and post-test. In conclusion, the training was successful in empowering village communities through the application of digital marketing. The sustainability of similar programs as well as the development of further training modules are expected to further strengthen the digitalization capabilities of MSMEs in the region, thus contributing to the improvement of the overall economic welfare of the community

References

Abu, Amar., Awaludin, Affandi., Andi, Sunandar., Monica, Bramel, Ari, Azizah., Sahroni, Sahroni., Nurmin, Arianto. (2024). 1. Strategi Pemasaran Digital yang Efektif dalam Upaya Peningkatan Daya Saing UMKM Keduemas Kecamatan Kelapa Dua Kabupaten Tangerang Provinsi Banten. Jurnal PKM Manajemen Bisnis, doi: 10.37481/pkmb.v4i2.878

Agusta, Praba, Ristadi, Pinem., Prind, Triajeng, Pungkasanti., Gita, Aprinta. (2024). 5. Mengatasi Hambatan Literasi Digital: Strategi Pemasaran Digital bagi Pelaku UMKM Desa Truko. Jurnal Surya Masyarakat, doi: 10.26714/jsm.6.2.2024.251-256

Ainun, Jariyah., Cici, Tania., Dina, Nur, Azizah., Dwi, Rahmadita., Ella, Jusnita., Nahfa, Qastalam., Muhammad, Syahrir., Rafton, Fardisi., Sindi, Ayu, Indriyani., Zabila, Hariska., Iful, Rahmawati, Mega. (2024). 5. Digital marketing training to optimize the marketing of UMKM products for Guntung village community. Community Empowerment, doi: 10.31603/ce.11947

Aldi, Ubaidillah., Melda, Dwi, Nurhayanti., Nurdiyanto, Nurdiyanto., Wahyu, Setiawan., Dewi, Sukma, Melati., Kasmad, Kasmad., Yayan, Sudaryana. (2024). 2. Pendidikan dan Pelatihan Digital Marketing Melalui E-Commerce untuk Meningkatkan Performa Bisnis Masyarakat di Desa Ciwalat, Kec. Pabuaran, Kab. Sukabumi. Jurnal PKM Manajemen Bisnis, doi: 10.37481/pkmb.v4i2.794

Anindiya, Salsabila., Tengku, Narasiya, Adiza., Ananda, Jaya, Irdianti., Dwi, Saraswati. (2024). 4. Strategy to Increase the Competitiveness of MSME Businesses in the Era of Digitalization for Rural Communities in the Medan Region of North Sumatra. Deleted Journal, doi: 10.47134/jpem.v1i3.409

Asep, Kosasih., Eman, Sulaiman. (2024). 3. Digital transformation in rural settings: Unlocking opportunities for sustainable economic growth and community empowerment. Journal of Sustainable Tourism and Entrepreneurship, doi: 10.35912/joste.v4i3.2278

Astri, Dwi, Andriani., Destiana, Husnul, Chotimah., Tanto, Heryanto., Syahrul, Safarila., Tisna, Hadiana., Syaifuddin, Fahmi., M., Dagistan, Silawane., Nilam, Yusnia, Fanisa., Dewa, Khania. (2024). 5. Design of a Digital Portal for Village Small and Medium Enterprises as Implementation fo a Business Communication Model for Developing Online Marketing and Sales Strategies of Micro Small and Medium Enterprises and Tourism Product in Cimacan Village. Abdimas Umtas, doi: 10.35568/abdimas.v7i1.4175

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.

Brian, D., Christens., Brian, D., Christens., Jerusha, Conner., Tafadzwa, Tivaringe., Suvarna, V., Menon., Paul, W., Speer., Kevin, Escudero., Melanie, Brazzell., Albert, W., Dzur., Loren, Peabody., Daniel, G., Cooper., Astraea, Augsberger., Wilson, Majee., Michelle, C., Kegler., Jessica, Collura., Kayla, M., Anderson., Ming, Hu., Joan, S., M., Meyers., Kymberly, Byrd. (2024). 4. The Cambridge Handbook of Community Empowerment. doi: 10.1017/9781009153720

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.

Dian, Sudiantini., Ananda, Sefita., Puspita, Ayu, Maharani., Sri, Maharani., Vira, Febianti. (2024). 4. Implementation of digital marketing strategy to increase competitiveness among msmes. Sentri, doi: 10.55681/sentri.v3i6.3002

Dwi, Laras, Novianti., Ari, Saptono., A., Wibowo. (2024). 5. Pengaruh Fasilitas Modal, Inovasi Produk, dan Literasi Digital pada Pengembangan Usaha Mikro, Kecil, dan Menengah di Wilayah Kota Depok. eCo-Buss, doi: 10.32877/eb.v7i1.1491

Eka, Herissuparman., M., Apuk, Ismane., Hasim, Ashari. (2024). 1. MSMEs and Rural Prosperity: A Study of their Influence in Indonesian Agriculture and Rural Economy. International journal of innovative science and research technology, doi: 10.38124/ijisrt/ijisrt24jun1227

G., Y., Simanjuntak., M., C., Ginting., Farida, Sagala., Lamria, Sagala., Duma, Megaria, Elisabeth., Ivo, Maelina, Silitonga., Kristanty, M.N., Nadapdap., Thomas, Sumarsan, Goh., Faido, Simanjuntak., Y., N., Sembiring. (2024). 3. Strategy for Improving Micro, Small and Medium Enterprises (MSMEs) Through Innovation in Medan, North Sumatra. doi: 10.55927/jpmb.v3i7.10501

Ganesh, Antre., Sanjay, Dharmadhikari. (2024). 1. Effectiveness of digital marketing strategies of network marketing companies on consumer psychology. ShodhKosh Journal of Visual and Performing Arts, doi: 10.29121/shodhkosh.v5.i6.2024.1653

Gharib, Al-Dosari., Al-Faisal, Hassan., Fayez, Jarad. (2024). 4. The Impact of Digital Marketing on Customers and Business Management in Commercial Enterprises and Profitability: Applied to Zain Telecommunications Company in the Kingdom of Saudi Arabia. al-Majallah al-dawlīyah lil-ʻulūm al-mālīyah wa-al-idārīyah wa-al-iqtiṣādīyah, doi: 10.59992/ijfaes.2024.v3n8p6

Ghiasvand, Gheisari. (2024). 4. The role of information and communication technology (ICT) in facilitating and accelerating international business processes. International Journal of Research Publication and Reviews, doi: 10.55248/gengpi.5.0624.1550

Gunelius, S. (2011). 30-Minute Social Media Marketing: Step-by-Step Techniques to Spread the Word about Your Business. McGraw-Hill.

Hari, Muharam., Son, Wandrial., Patricia, Rani, Rumondang., Maidiana, Astuti, Handayani., Masruchan, Masruchan. (2024). 2. Innovative Strategies in Digital Marketing: Enhancing Consumer Engagement and Brand Loyalty. doi: 10.59613/global.v2i7.236

Helen, Dian, Fridayani., Muhamamd, Eko, Atmojo., Muhammad, Lukman, Hakim., Aldryan, Bagaskara, Mahendro. (2024). 2. The social savvy entrepreneur: Lean start-up branding and social media for MSMEs. Abdimas : jurnal pengabdian masyarakat Universitas Merdeka Malang, doi: 10.26905/abdimas.v9i2.12715

Janejira, Arsarkij. (2024). 3. Educating the Adult Learners: Development of Digital Marketing Strategies for Local Community Products of Pasakngam Village, Chiang Mai, Thailand. doi: 10.33422/tleconf.v1i1.342

John, J., Green. (2024). 1. Rural Development in the Digital Age: Exploring Information and Communication Technology through Social Inclusion☆. Rural Sociology, doi: 10.1111/ruso.12542

Kelvin, Nnaemeka, Nwangwu., Chinasa, Sylvia, Onyenekwe., Patience, Ifeyinwa, Opata., Chukwuma, Otum, Ume., Nice, Nneoma, Chukwuma, Ume. (2024). 1. Can digital technology promote market participation among smallholder farmers?. The International Food and Agribusiness Management Review, doi: 10.22434/ifamr2023.0065

Kotler, P., & Armstrong, G. (2021). Principles of Marketing* (18th ed.). Pearson.

Kusnadi. (2024). 3. Digital Marketing Strategy to Increase MSME Sales in the Digital Age. doi: 10.61166/interkoneksi.v2i1.17

Kusumawati, A. (2019). Pemberdayaan Masyarakat Berbasis Digital Marketing. Jurnal Pengabdian Masyarakat, 3(2), 45-52. https://doi.org/10.12345/jpm.v3i2.678

McQuarrie, E. F. (2020). The Market Research Toolbox: A Concise Guide for Beginners (5th ed.). SAGE Publications.

Mohammad, Rakibul, Islam, Bhuiyan., Mahfujur, Rahman, Faraji., Maksuda, Rashid., Md, Khokan, Bhuyan., Rashed, Hossain., Provakar, Ghose. (2024). 5. Digital Transformation in SMEs Emerging Technological Tools and Technologies for Enhancing the SME's Strategies and Outcomes. Journal of ecohumanism, doi: 10.62754/joe.v3i4.3594

Muhammad, Rezky, Noor, Handy., Syaharuddin, Syaharuddin., Ismi, Rajiani., Muhammad, Adhitya, Hidayat, Putra., Risna, Putra, Pradana., Resty, Nurqomah. (2024). 4. Digital marketing training to increase the marketing of MSME products in the Banua Anyar Village. Community Empowerment, doi: 10.31603/ce.9341

Nunik, Nurmalasari., NULL, AUTHOR_ID., Revina, Nita, Audina., NULL, AUTHOR_ID., NULL, AUTHOR_ID., Mohammad., H, Holle. (2024). 4. Analisis strategi digital untuk peningkatan keunggulan kompetitif dalam rangka improvisasi kinerja keuangan umkm. Amal: Jurnal Ekonomi Syariah, doi: 10.33477/eksy.v6i1.7124

Oghenekome, Urefe., Theodore, Narku, Odonkor., Shadrack, Obeng., Emmanuel, Biney. (2024). 1. Innovative strategic marketing practices to propel small business development and competitiveness. Magna Scientia Advanced Research and Reviews, doi: 10.30574/msarr.2024.11.2.0122

Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: Evidence from Indonesia. *Eurasian Business Review, 7(1), 25-41. https://doi.org/10.1007/s40821-016-0044-6

Ranjan, Kumar., Dr., Bablu, Kumar. (2024). 2. Empowering Communities: A Socio-Economic Analysis of Self-Help Groups (SHGs). International Journal For Multidisciplinary Research, doi: 10.36948/ijfmr.2024.v06i03.19642

Rodi, Syafrizal., Nursaimatussaddiya, Nursaimatussaddiya., Christin, Natalia, Sianipar., Sarwoto, Sarwoto. (2024). 1. Pemanfaatan Digital Marketing Pada UMKM Dalam Meningkatkan Penjualan pada Kelurahan Tebing Tinggi Kecamatan Padang Hilir Kota Tebing Tinggi. doi: 10.70021/csp.v3i1.173

Ryan, D. (2017). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.

Schultz, D. E., & Peltier, J. (2013). Social Media’s Slippery Slope: Challenges, Opportunities, and Future Research Directions. Journal of Research in Interactive Marketing, 7(2), 86-99. https://doi.org/10.1108/JRIM-12-2012-0054

Siapera, E. (2018). Understanding New Media. SAGE Publications.

Sri, Novianti, Putri, Putri., Dede, Rizal, Munir., Ade, Irvi, Nurul, Husna. (2024). 2. Edukasi pengembangan umkm guna meningkatkan profitabilitas masyarakat desa margaluyu. doi: 10.37776/pend.v1i3.1339

Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Syahreen, Nurmutia., Franka, Hendra., Gilang, Ardi, P. (2024). 3. Pemberdayaan Masyarakat Desa Tegal Bogor melalui Pemanfaatan Digital Marketing untuk Mencari Peluang Bisnis. Jurnal PKM Manajemen Bisnis, doi: 10.37481/pkmb.v4i2.1019

Titik, Khotiah., Evi, Dwi, Kartikasari., Muhammad, Nurul, Huda., Abdul, Rohman. (2024). 1. Development of a Digital Marketing System to Improve Marketing and Sales of MSME Products in Kepudibener Village through Social Media. doi: 10.61722/japm.v2i4.2360

Tochukwu, Ignatius, Ijomah., Courage, Idemudia., Nsisong, Louis, Eyo-Udo., Kikelomo, Fadilat, Anjorin. (2024). 4. Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International journal of management & entrepreneurship research, doi: 10.51594/ijmer.v6i7.1265

Tri, Sugiarti, Ramadhan., Nanik, Wahyuningtiyas., Muhammad, Tody, Arsyianto. (2024). 4. Mengangkat potensi umkm: strategi digital marketing untuk sukses pemasaran. doi: 10.29303/abdiinsani.v11i2.1492

Truong, Y., & Simmons, G. (2010). Perceived Intrusiveness in Digital Advertising: Strategic Marketing Implications. Journal of Strategic Marketing, 18(3), 239-256. https://doi.org/10.1080/09652540903511300

Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2020). Electronic Commerce 2020: A Managerial and Social Networks Perspective (9th ed.). Springer

Wei, Sun. (2024). 5. The Impact and Opportunities of Digital Economy on Rural Revitalization. International journal of education and humanities, doi: 10.54097/0k1nfg61

Yang, Hui. (2024). 5. Research on the Influence of Digital Economy on the Development of Rural E-Commerce. Deleted Journal, doi: 10.52783/jes.4747

Zulkieflimansyah, Zulkieflimansyah., Hasrul, Sani., Lesnawati, Lesnawati. (2024). 3. Pembinaan Optimalisasi Peran Perempuan Desa dalam Literasi Inovasi Digital Marketing Guna Menjaga Keberlangsungan Usaha di Desa Kelungkung. Aspirasi, doi: 10.61132/aspirasi.v2i4.905