Digital Marketing Training and Implementation for Empowering MSMEs

Vega Fakhirah Dafa; Agneta Prihastuti Lestarisiwi; Muhammad Fatih Alfalah; Muhammad Dziaul Hilal; Andri Hermawan; Mita Amelia

Authors

Vega Fakhirah Dafa Universitas Muhammadiyah Yogyakarta Author
Agneta Prihastuti Lestarisiwi Universitas Muhammadiyah Yogyakarta Author
Muhammad Fatih Alfalah Universitas Muhammadiyah Yogyakarta Author
Muhammad Dziaul Hilal Universitas Muhammadiyah Yogyakarta Author
Andri Hermawan Universitas Muhammadiyah Yogyakarta Author
Mita Amelia Universitas Muhammadiyah Yogyakarta Author

Keywords:

UMKM, COVID-19, media sosial, brand identity, protokol kesehatan

Abstract

The COVID-19 pandemic has significantly impacted Indonesia's Micro, Small, and Medium Enterprises (MSMEs) sector, including the Banten Oblong MSME in Serang, Banten. Declining turnover and disruption of raw material distribution are the main challenges for MSMEs during the pandemic. The Technology-Based Community Service Program (KKN) implemented by Universitas Muhammadiyah Yogyakarta aims to help MSMEs adapt and survive through the application of technology. This program includes socializing social media for marketing, organizing multimedia workshops for content creation, improving brand identity, and implementing health protocols in the workplace. Overall, the results of this training activity can increase participants' understanding by 67.70%. This program shows that technology and digital innovation are necessary to support the sustainability of MSMEs amid a crisis.

References

[1] B. Arianto, “Dampak Pandemi COVID-19 terhadap Perekonomian Dunia,” J. Ekon. Perjuangan, vol. 2, no. 2, pp. 106–126, 2020, doi: 10.36423/jumper.v2i2.665.

[2] R. Rosita, “Pengaruh Pandemi Covid-19 Terhadap UMKM Di Indonesia,” J. Lentera Bisnis, vol. 9, no. 2, pp. 109–120, 2020, doi: 10.34127/jrlab.v9i2.380.

[3] Y. Sumarni, “Pandemi COVID-19: Tantangan Ekonomi dan Bisnis,” J. Ekon. dan Perbank. Syariah, vol. 6, no. 2, pp. 46–58, 2020.

[4] F. Emiliani, R. Sabilla, R. Suhandito, N. N. Muchibbah, R. Nurmahfidhoh, and M. A. F. Habib, “Analisis Pemberdayaan UMKM pada Masa Pandemi COVID-19,” SOSEBI J. Penelit. Mhs. Ilmu Sos. Ekon. dan Bisnis Islam, vol. 1, no. 1, pp. 83–94, 2021.

[5] A. Amri, “Dampak COVID-19 Terhadap UMKM di Indonesia,” J. Brand, vol. 2, no. 1, pp. 123–130, 2020, [Online]. Available: https://www.academia.edu/42672824/Dampak_Covid-19_Terhadap_UMKM_di_Indonesia

[6] L. Hanim, E. Soponyono, and M. Maryanto, “Pengembangan UMKM Digital di Masa Pandemi COVID-19,” in Prosiding Seminar Nasional Penelitian dan Pengabdian kepada Masyarakat, 2021, vol. 2, no. 1, pp. 30–39.

[7] W. C. Anggraeni, W. P. Ningtiyas, and M. Alimah, “Kebijakan Pemerintah Dalam Pemberdayaan UMKM Di Masa Pandemi Covid-19 Di Indonesia,” J. Gov. Polit., vol. 3, no. 1, pp. 47–65, 2021.

[8] T. A. Nugroho and F. C. Azzahra, “Pemanfaatan Instagram Sebagai Media Promosi Social Commerce Usaha Bro.Do,” J. Pustaka Komun., vol. 5, no. 1, pp. 136–149, 2022, doi: 10.32509/pustakom.v5i1.1883.

[9] C. T. Oktarisa, “Penggunaan Instagram Sebagai Media Promosi Perpustakaan Universitas Gadjah Mada,” JIMR J. Int. Multidiscip. Res., vol. 2, no. 02, pp. 146–154, 2023, doi: 10.62668/jimr.v2i02.841.

[10] M. Sholeh, R. Y. Rachmawati, and E. Susanti, “Penggunaan Aplikasi Canva Untuk Membuat Konten Gambar Pada Media Sosial Sebagai Upaya Mempromosikan Hasil Produk Ukm,” SELAPARANG J. Pengabdi. Masy. Berkemajuan, vol. 4, no. 1, p. 430, 2020, doi: 10.31764/jpmb.v4i1.2983.

[11] S. M. Mahmudah and M. Rahayu, “Pengelolaan Konten Media Sosial Korporat pada Instagram Sebuah Pusat Perbelanjaan,” J. Komun. Nusant., vol. 2, no. 1, pp. 1–9, 2020, doi: 10.33366/jkn.v2i1.39.

[12] et al., “Optimasi Desain Packaging dan Digital Marketing UMKM Dapoer Umi Navisah,” J. Pemberdaya. Umat, vol. 2, no. 2, pp. 69–87, 2023, doi: 10.35912/jpu.v2i2.1569.