Revitalisasi Pemasaran UMKM Ikan Cupang Berbasis Media Sosial untuk Meningkatkan Akses Pasar dan Daya Saing Produk Lokal di Kelurahan Ketami
Keywords:
Kata Kunci : Digital marketing, media sosial, daya saingAbstract
ABSTRAKPengabdian masyarakat ini dilaksanakan sebagai respons terhadap rendahnya daya saing UMKM ikan cupang di Kelurahan Ketami, Kota Kediri, akibat keterbatasan pemanfaatan media digital sebagai sarana pemasaran. Meskipun memiliki potensi produk unggulan dengan nilai estetika tinggi dan minat pasar yang luas, para pelaku UMKM di wilayah ini sebagian besar masih bergantung pada pemasaran konvensional dan belum menguasai strategi digital marketing berbasis media sosial. Tujuan kegiatan ini adalah untuk meningkatkan literasi digital pelaku UMKM serta mengoptimalkan penggunaan media sosial sebagai alat promosi yang efektif dan efisien dalam memperluas jangkauan pasar.
Metode pelaksanaan meliputi observasi awal, sosialisasi, pelatihan pembuatan konten digital, praktik langsung pengelolaan akun bisnis media sosial (Instagram, TikTok, Facebook), serta pendampingan berkelanjutan selama proses implementasi. Pendekatan ini mengacu pada teori AIDA dan content marketing untuk membangun strategi komunikasi pemasaran yang menarik dan mampu mendorong minat beli. Hasil pengabdian menunjukkan peningkatan signifikan dalam keterampilan pelaku usaha dalam membuat konten visual, mengelola akun bisnis, serta memahami pentingnya interaksi digital dengan konsumen.
Selain peningkatan pengetahuan, kegiatan ini juga mendorong terbentuknya komunitas UMKM ikan cupang digital yang berfungsi sebagai wadah promosi bersama dan berbagi praktik baik. Dampak nyata terlihat dari meningkatnya jumlah pengikut media sosial dan keterlibatan konsumen, serta mulai terjadinya penjualan lintas kota melalui media sosial. Program ini membuktikan bahwa digital marketing merupakan strategi efektif untuk meningkatkan daya saing produk lokal berbasis potensi daerah.
Kata Kunci : Digital marketing, media sosial, daya saing.
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