Sosialisasi Pengembangan Ekosistem Usaha Mikro Kecil Menengah Yang Tangguh Melalui Strategi Pemasaran Kreatif

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam mendukung aktivitas ekonomi masyarakat, namun masih banyak pelaku usaha yang mengalami keterbatasan dalam aspek pemasaran dan pemanfaatan teknologi digital. Program pengabdian masyarakat ini diinisiasi guna memperluas wawasan pelaku UMKM terkait taktik pemasaran kreatif berbasis digital sekaligus mengakselerasi pertumbuhan bisnis melalui asistensi intensif. Pelaksanaan kegiatan bertempat di Depo Aice Ton's yang berada di Desa Cisait, Kecamatan Kragilan, Kabupaten Serang, Banten. Dengan menerapkan pendekatan deskriptif kualitatif, pengabdian ini mengombinasikan teknik observasi, wawancara, sosialisasi, pelatihan, dan pendampingan. Data dihimpun dari temuan di lapangan, sesi tanya jawab bersama pemilik usaha, bukti dokumentasi, serta pengukuran capaian lewat pre-test dan post-test. Hasil program mengonfirmasi bahwa sebelum intervensi dilakukan, aktivitas promosi produk masih bersifat konvensional, yakni sebatas mengandalkan komunikasi tatap muka dan unggahan status WhatsApp pribadi. Setelah kegiatan dilakukan, mitra mulai menggunakan media sosial untuk promosi, memiliki identitas visual usaha berupa logo, dan memanfaatkan platform pemetaan digital untuk meningkatkan aksesibilitas konsumen. Hasil evaluasi menunjukkan adanya peningkatan pemahaman peserta yang cukup menggembirakan, di mana lebih dari 90% peserta mengalami peningkatan pemahaman mengenai konsep pemasaran kreatif dan digital marketing setelah kegiatan berlangsung. Selain meningkatkan pengetahuan, kegiatan ini juga mendorong perubahan pola pikir pelaku usaha agar lebih terbuka terhadap pemasaran digital and inovasi promosi. Dengan demikian, strategi pemasaran kreatif berbasis digital dapat menjadi langkah efektif dalam memperkuat daya saing dan keberlanjutan UMKM.

Kata Kunci: branding; digital marketing; pengabdian masyarakat; pemasaran kreatif; UMKM

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Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting community economic activities; however, many business owners still experience limitations in the aspects of marketing and the utilization of digital technology. This community service program was initiated to broaden the insight of MSME actors regarding creative digital-based marketing tactics while simultaneously accelerating business growth through intensive assistance. The implementation of the activity took place at Depo Aice Ton's located in Cisait Village, Kragilan District, Serang Regency, Banten. By applying a qualitative descriptive approach, this community service combined observation, interviews, socialization, training sessions, and mentoring techniques. Data were collected from field findings, question-and-answer sessions with business owners, documentation evidence, as well as achievement measurements through pre-tests and post-tests. The results of the program confirmed that before the intervention was carried out, product promotion activities were still conventional in nature, namely only relying on face-to-face communication and personal WhatsApp status uploads. After the activities were conducted, partners began using social media for promotion, possessed a business visual identity in the form of a logo, and utilized digital mapping platforms to improve consumer accessibility. The evaluation results showed an encouraging increase in understanding, where more than 90% of participants experienced an improvement in their understanding of the concepts of creative marketing and digital marketing after the activities took place. In addition to increasing knowledge, this activity also encouraged changes in the mindset of business actors to become more open toward digital marketing and promotional innovation. Thus, creative digital-based marketing strategies can become an effective step in strengthening the competitiveness and sustainability of MSMEs.

Keywords: branding; digital marketing; community service; creative marketing; MSMEs