PERAN DIGITALISASI DALAM MANAJEMEN PEMASARAN PRODUK UMKM DI KECAMATAN CURUG, KABUPATEN TANGERANG
Abstract
Abstrak. Digitalisasi memiliki peran strategis dalam mendorong pertumbuhan dan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM), khususnya dalam aspek manajemen pemasaran produk. Di Kecamatan Curug, Kabupaten Tangerang, banyak UMKM masih menghadapi kendala dalam memanfaatkan teknologi digital secara optimal untuk memasarkan produknya. Kegiatan Pengabdian kepada Masyarakat (PKM) ini bertujuan untuk mengkaji dan mengimplementasikan strategi digitalisasi dalam pemasaran produk UMKM melalui pelatihan dan penyuluhan yang berkelanjutan. Program ini mencakup pelatihan pemasaran digital, pemanfaatan media sosial, platform e-commerce, serta peningkatan kapasitas pelaku UMKM dalam penggunaan teknologi informasi. Dengan adanya kegiatan ini, pelaku UMKM diharapkan mampu meningkatkan jangkauan pasar, memperkuat merek, serta meningkatkan efisiensi dan efektivitas kegiatan pemasaran. Hasil kegiatan menunjukkan bahwa digitalisasi memberikan dampak positif terhadap peningkatan pengetahuan dan keterampilan pemasaran, sekaligus mendukung pertumbuhan usaha secara berkelanjutan.
Kata Kunci: Manajemen Pemasaran, Digitalisasi, UMKM, Pemasaran Produk, Pemasaran Digital, Media Sosial, Platform E-commerce, Pelatihan, Penyuluhan, Jangkauan Pasar, Pertumbuhan Usaha, Kecamatan Curug, Kabupaten Tangerang.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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