PENERAPAN APLIKASI “ADIK MANJA” UNTUK OPTIMALISASI PEMASARAN DIGITAL PRODUK PETERNAKAN KAMBING DALAM MENDUKUNG GREEN ECONOMY PADA UKM HASANAH
DOI:
https://doi.org/10.29303/abdiinsani.v12i7.2741Keywords:
Pemasaran Digital, Green Economy, Peternakan Kambing, UMKM, Aplikasi Adik ManjaAbstract
Perkembangan teknologi digital telah membuka peluang baru bagi penguatan daya saing usaha mikro, kecil, dan menengah (UMKM), termasuk sektor peternakan kambing yang berpotensi menghasilkan produk bernilai tambah tinggi. UKM Hasanah, sebagai kelompok ternak kambing yang berfokus pada pengolahan susu kambing etawa, produk daging olahan, serta pupuk organik, menghadapi kendala pada aspek pemasaran konvensional yang kurang efisien, terbatasnya jangkauan pasar, serta rendahnya pemahaman terhadap strategi pemasaran digital berbasis green economy. Kegiatan pengabdian ini bertujuan untuk mengimplementasikan Aplikasi Digital Marketing dan Penjualan “Adik Manja” (Aplikasi Digital Marketing Kambing Hasanah) sebagai sarana inovasi pemasaran yang ramah lingkungan dan mendukung konsep ekonomi hijau. Metode kegiatan dilakukan melalui pendekatan partisipatif yang melibatkan analisis kebutuhan mitra, pelatihan literasi digital bagi anggota UKM Hasanah, pendampingan teknis penggunaan aplikasi “Adik Manja”, serta evaluasi kinerja pemasaran sebelum dan sesudah penerapan teknologi. Hasil kegiatan menunjukkan peningkatan signifikan dalam berbagai aspek, antara lain peningkatan pemahaman anggota UKM Hasanah terhadap strategi digital marketing sebesar 85%, peningkatan jangkauan promosi produk hingga 60% melalui kanal daring, efisiensi biaya promosi konvensional hingga 40%, serta peningkatan penjualan produk sebesar 35% dalam tiga bulan pertama pasca-implementasi aplikasi. Selain itu, penerapan aplikasi “Adik Manja” turut mendukung pengurangan penggunaan materi promosi berbasis kertas, meminimalisasi jejak karbon dari aktivitas distribusi fisik, serta memperkuat citra UKM Hasanah sebagai pelaku usaha peternakan yang berkomitmen pada praktik green economy. Kegiatan ini membuktikan bahwa induksi teknologi digital marketing yang tepat guna dapat meningkatkan nilai tambah produk peternakan, memperluas jaringan pemasaran, serta berkontribusi pada pembangunan ekonomi berkelanjutan di tingkat lokal.
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