PEMBERDAYAAN UMKM SIDOARJO: PROMOSI DIGITAL DENGAN CANVA, CAPCUT, DAN STRATEGI BRANDING
DOI:
https://doi.org/10.29303/abdiinsani.v12i6.2530Keywords:
UMKM, Canva, CapCut, Branding, Promosi DigitalAbstract
Program pengabdian kepada masyarakat ini dilatarbelakangi oleh kebutuhan pelaku UMKM dalam meningkatkan keterampilan promosi digital guna bersaing di era digitalisasi. Kurangnya pemahaman terhadap desain promosi, pembuatan video, dan strategi branding menjadi kendala dalam pengelolaan usaha secara optimal. Tujuan kegiatan ini adalah untuk meningkatkan keterampilan pelaku UMKM dalam membuat materi promosi menggunakan Canva dan CapCut, serta memahami strategi branding guna mendukung efektivitas pemasaran produk mereka. Kegiatan dilakukan melalui tiga tahapan pelatihan utama, yaitu pelatihan desain promosi dengan Canva, produksi teaser promosi dengan CapCut, dan pelatihan strategi branding. Metode yang digunakan meliputi pemaparan materi, studi kasus, simulasi praktik, proyek kolaboratif, konsultasi, dan evaluasi.. Hasil kegiatan menunjukkan peningkatan signifikan dalam keterampilan peserta. Sebanyak 90% peserta berhasil membuat desain promosi sesuai standar estetika bisnis, dan seluruh peserta mampu menghasilkan teaser promosi dengan kreativitas tinggi. Sebanyak 85% peserta mengimplementasikan strategi branding secara konsisten. Rata-rata skor post-test meningkat 19,5 poin dibandingkan pre-test, menunjukkan peningkatan pemahaman peserta terhadap materi. Selain itu, peserta menunjukkan kepercayaan diri lebih tinggi dalam menggunakan alat digital.. Kegiatan ini berhasil menjawab tujuan pelaksanaan, yakni meningkatkan keterampilan promosi digital dan branding peserta UMKM untuk mendukung pengembangan usaha mereka secara mandiri.
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