Peningkatan Daya Saing UMKM Melalui Implementasi Pemasaran Digital
Abstrak
Perkembangan teknologi digital telah mendorong perubahan signifikan dalam pola pemasaran dan persaingan bisnis. Usaha Mikro, Kecil, dan Menengah (UMKM) sebagai tulang punggung perekonomian nasional dituntut untuk beradaptasi dengan transformasi digital guna meningkatkan daya saing. Namun, sebagian besar UMKM di wilayah pedesaan masih menghadapi kendala literasi digital, keterbatasan akses teknologi, serta rendahnya pemahaman strategi pemasaran digital. Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk meningkatkan pemahaman dan keterampilan digital marketing UMKM di Desa Cihambulu, Pabuaran, Subang, Jawa Barat. Metode yang digunakan adalah pelatihan berbasis Experiential Learning Cycle (ELC) melalui ceramah, diskusi interaktif, studi kasus, dan praktik langsung. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta terhadap konsep digital marketing, penggunaan media sosial dan marketplace, serta strategi optimasi sederhana berbasis mesin pencari. Selain itu, peserta mulai mengimplementasikan pemasaran digital dalam kegiatan usahanya. Program ini memberikan kontribusi terhadap peningkatan kesiapan digital UMKM dalam menghadapi persaingan pasar yang semakin kompetitif.
Referensi
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