Pengembangan Pemasaran Online pada Bisnis Usaha Mikro Kecil di Desa Pulosari Kecamatan Karangtengah Kabupaten Demak

Abstract

Program Pengabdian Kepada Masyarakat (PKM) ini penting dilaksanakan karena potensi ekonomi Usaha Mikro Kecil (UMK) di Desa Pulosari belum diimbangi dengan kemampuan pemasaran digital yang memadai. Produk lokal seperti keripik singkong, opak, dan bekatul olahan memiliki nilai jual tinggi, namun masih dipasarkan secara tradisional tanpa kemasan menarik, tanpa merek, dan belum memanfaatkan platform digital. Hal ini menunjukkan adanya gap antara potensi produk dan strategi pemasaran yang digunakan, serta lemahnya literasi digital pelaku UMK. Sebagai solusi, PKM ini menawarkan pelatihan terpadu yang mencakup pemasaran digital, pembuatan kemasan produk, dan penguatan identitas merek (branding). Metode yang digunakan berbasis pendekatan pemberdayaan masyarakat, dimulai dari identifikasi kebutuhan, pelatihan interaktif berbasis praktik, hingga pendampingan pasca pelatihan. Materi pelatihan disesuaikan dengan kondisi dan kebutuhan pelaku UMK setempat. Hasil pelatihan menunjukkan peningkatan pemahaman peserta sebesar ±80% dalam penggunaan media sosial dan marketplace untuk promosi produk. Pelaku UMK mulai mampu membuat konten digital, menyusun kemasan yang lebih menarik, serta mengembangkan identitas merek yang membedakan produk mereka di pasar. Selain itu, muncul kesadaran kolektif untuk membentuk jaringan komunitas usaha dan mengadopsi pemasaran berbasis teknologi. PKM ini berhasil mendorong transformasi UMK dari pendekatan tradisional menuju pemasaran digital yang lebih kompetitif.

This Community Service Program (PKM) is essential due to the untapped economic potential of MSEs (Micro, Small, Enterprises) in Pulosari Village, which has not been matched by adequate digital marketing capabilities. Local products such as cassava chips, opak, and processed rice bran have high market value but are still marketed traditionally—without appealing packaging, branding, or use of digital platforms. This reflects a gap between product potential and marketing strategy, as well as low digital literacy among MSEs actors. As a solution, this PKM implemented an integrated training program covering digital marketing, product packaging design, and brand development. The method applied was a community empowerment approach, involving needs assessment, hands-on interactive training, and post-training mentoring. The training materials were tailored to the local conditions and needs of MSEs participants. The training results indicated an approximate 80% improvement in participants’ understanding of how to use social media and marketplaces to promote their products. Participants began to create digital content, develop more attractive packaging, and build brand identities that distinguished their products in the market. Furthermore, there was a growing collective awareness to establish business networks and adopt technology-based marketing. This PKM successfully initiated a transformation of local MSEs from traditional approaches toward a more competitive digital marketing model.