Pendampingan Implementasi Strategi Digital Marketing Berbasis Media Sosial dalam Meningkatkan Daya Saing UMKM Desa di Era Ekonomi Digital
DOI:
https://doi.org/10.63822/pgex9p17Keywords:
Digitalization; Digital Marketing; Social Media; Rural MSMEs; Competitiveness.Abstract
Micro, Small, and Medium Enterprises (MSMEs) in rural areas face serious challenges regarding limited market access due to low digital literacy and minimal utilization of information technology as a marketing instrument. This community service activity aims to assist MSME actors in Lopok Village, Lape District, Sumbawa Regency, in implementing social media-based digital marketing strategies to enhance their competitiveness in the digital economy era. The implementation method employs a Participatory Action Research (PAR) approach encompassing three stages: pre-implementation (needs assessment and problem mapping), implementation (workshops and practical training), and evaluation (measurement of outcomes and follow-up actions). The activity was conducted on February 11, 2026, from 08:00 to 16:00 Central Indonesia Time (WITA) at the Lopok Village Hall and was attended by 25 MSME actors from various sectors. The results of the activity demonstrated a significant improvement in digital competence, with all participants successfully creating optimized Instagram Business accounts, 84% capable of producing visual content independently using the Canva application, and 88% demonstrating a sound understanding of digital marketing concepts. This program proves that hands-on training integrated with local needs can accelerate the digital transformation of rural MSMEs effectively and sustainably.
Downloads
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
Badan Pusat Statistik. (2023). Statistik usaha mikro kecil dan menengah tahun 2023. BPS Indonesia.
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/10.1016/j.jbusres.2016.05.001
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Hapriyanto, A. (2024). Strategi inovatif dalam meningkatkan daya saing bisnis di era digital. Nusantara Journal of Multidisciplinary Science, 2(1). https://doi.org/10.56721/njms.v2i1.255
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kementerian Koperasi dan UKM. (2023). Laporan perkembangan UMKM Indonesia tahun 2022–2023. Kemenkop UKM Republik Indonesia.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson Education.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.
Kurniawan, D. (2023). Perilaku konsumen di era digital. Media Digital.
Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. https://doi.org/10.1016/j.emj.2013.12.001
Mulyadi, M. (2017). Strategi pengembangan UMKM di Indonesia. Jurnal Manajemen dan Bisnis, 6(1), 45–57.
Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055. https://doi.org/10.1111/etap.12254
Nasrullah, R. (2022). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi. Simbiosa Rekatama Media.
Olanrewaju, A. S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Permana, S. D. H., & Cendana, M. (2019). Pemanfaatan media sosial sebagai strategi promosi bagi kelangsungan UMKM. Journal Community Development and Society, 1(1), 1–10. https://doi.org/10.29313/ethos.v7i2.4382
Prasetyo, H., & Indriani, R. (2023). Pemanfaatan media sosial dan marketplace dalam peningkatan kinerja UMKM: Studi empiris di Jawa Barat. Jurnal Ekonomi Digital dan UMKM, 4(2), 101–115.
Putri, M. A. (2022). Digitalisasi pemasaran UMKM: Peluang dan tantangan. Pustaka Digital.
Rahmah, Z. Z., Rahmah, Y., Purnama, C., Fatmah, D., & Rahmah, M. (2022). Strategi peningkatan pemasaran melalui media sosial terhadap UMKM di Desa Kintelan. BUDIMAS: Jurnal Pengabdian Masyarakat, 4(1), 141–152. https://doi.org/10.29040/budimas.v4i1.3081
Rugova, B., & Prenaj, B. (2016). Social media as marketing tool for SMEs: Opportunities and challenges. Academic Journal of Business, Administration, Law and Social Sciences, 2(3), 85–97.
Setyanto, I., Wardani, M. K., & Pratama, G. W. (2022). Optimalisasi media sosial Instagram sebagai media promosi digital bagi UMKM. Jurnal Pengabdian Masyarakat, 3(2), 88–96. https://jurnal.unigal.ac.id/index.php/jpm/article/view/7251
Stelzner, M. A. (2021). Social media marketing industry report: How marketers are using social media to grow their businesses. Social Media Examiner.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633–651. https://doi.org/10.1108/JSBED-05-2013-0073
Wahyuni, S. (2018). Pengaruh digitalisasi terhadap kinerja UMKM di perkotaan. Jurnal Ekonomi dan Bisnis, 11(2), 45–60.
Wisnuaji, P. T., Rachmawati, D., & Sudari, S. A. (2023). Penerapan digital marketing untuk peningkatan pemasaran UKM Heppi Kitchen Depok. Yumary: Jurnal Pengabdian kepada Masyarakat, 3(3), 139–146. https://doi.org/10.35912/yumary.v3i3.1767
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ryan Suarantalla, Muhammad Ilman Nafian, Abdul Gani, Ariq Abdillah, Anggun Aprilia (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
