PELATIHAN DAN PENDAMPINGAN PEMASARAN DIGITAL PADA UMKM RENGGINANG: DESAIN, IMPLEMENTASI, DAN CAPAIAN AWAL
DOI:
https://doi.org/10.29303/abdiinsani.v12i11.3001Keywords:
Empowerment, Rengginang MSMEs, Digital TechnologyAbstract
MSMEs are small businesses owned and managed by individuals or groups with certain wealth and income limits, playing an important role in the community economy, including in Lebbek Village, Pakong District. This study used a qualitative and descriptive approach to understand the dynamics of rengginang businesses, which are local MSMEs with great potential but facing marketing constraints. Community service is focused on training in using digital technology as a marketing medium through platforms such as TikTok, Instagram, and Shopee, involving three active rengginang business actors as participants. The increase in participants’ knowledge was measured qualitatively through interviews and observations, covering their understanding of social media utilization and digital marketing strategies. However, it was not supplemented with quantitative data, such as sales or market reach changes, before and after the training. The research results show an increase in the knowledge of MSME actors in managing digital marketing and opening opportunities to expand the market. Thus, this activity not only strengthens the competitiveness of local MSMEs but also encourages rural economic development through sustainable marketing innovation.
Downloads
References
Camelia, I., Achmad, L. I., Ainulyaqin, M. H., & Edy, S. (2024). Analisis Peran Sertifikasi Halal pada Bisnis UMKM Kabupaten Bekasi. Jurnal Ilmiah Ekonomi Islam, 10(2), 1474–1484. https://doi.org/10.29040/jiei.v10i2.13349
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing. London: Pearson UK.
Febrianti, F. (2025). Peran Usaha Mikro, Kecil, dan Menengah (UMKM) dalam Menurunkan Pengangguran dan Membuka Lapangan Kerja di Kota Mataram. Journal of Economics Development Research, 1(2), 61–67. https://doi.org/10.71094/joeder.v1i2.98
Ismail, K., Rohmah, M., & Ayu Pratama Putri, D. (2023). Peranan UMKM dalam Penguatan Ekonomi Indonesia. Jurnal Neraca: Jurnal Pendidikan dan Ilmu Ekonomi Akuntansi, 7(2), 208–217. https://doi.org/10.31851/neraca.v7i2.14344
Javaid, M., Haleem, A., Singh, R. P., & Sinha, A. K. (2024). Digital Economy to Improve the Culture of Industry 4.0: A Study on Features, Implementation and Challenges. Green Technologies and Sustainability, 2(2), 100083. https://doi.org/10.1016/j.grets.2024.100083
Khairunnisa, I., Harmadji, D. E., Ristiyana, R., & Harto, B. (2025). Usaha Mikro, Kecil, dan Menengah (UMKM). Padang: PT Global Eksekutif Teknologi. https://www.researchgate.net/publication/368691755
Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran (Edisi ke-15). Jakarta: Penerbit Indeks.
Lim, W. M. (2025). What Is Qualitative Research? An Overview and Guidelines. Australasian Marketing Journal, 33(2), 199–229. https://doi.org/10.1177/14413582241264619
Oloyede, A. A., Faruk, N., Noma, N., Tebepah, E., & Nwaulune, A. K. (2023). Measuring the impact of the digital economy in developing countries: A systematic review and meta- analysis. Heliyon, 9(7), e17654. https://doi.org/10.1016/j.heliyon.2023.e17654
Pangandaheng, F., Maramis, J. B., Saerang, D. P. E., Dotulong, L. O. H., & Soepeno, D. (2022). Transformasi Digital: Sebuah Tinjauan Literatur Pada Sektor Bisnis dan Pemerintah. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(2), 1106–1115. https://doi.org/10.35794/emba.v10i2.41388
Porter, M. E. (2008). Competitive Advantage: Creating and Sustaining Superior Performance. New York: Simon and Schuster.
Probohudono, A. N., Suhardjanto, D., Aligarh, F., Chayati, N., & Putra, A. A. (2025). Navigating MSMEs’ Performance Through Innovation and Digital IT Capabilities in Business Strategy. Social Sciences & Humanities Open, 12, 101810. https://doi.org/10.1016/j.ssaho.2025.101810
Radicic, D., & Petković, S. (2023). Impact of digitalization on technological innovations in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 191, 122474. https://doi.org/10.1016/j.techfore.2023.122474
Ramadhan, T. S., Primanto, A. B., & Normaladewi, A. (2024). Optimalisasi Strategi Digital Marketing bagi UMKM dalam Meningkatkan Potensi Ekonomi Desa. Jurnal Abdi Insani, 11(4), 1603–1611. https://doi.org/10.29303/abdiinsani.v11i4.1944
Sari, N., Syari, R. L., Rio., Humairo., & Pandi, A. (2025). Strategi Pemasaran yang Efektif untuk UMKM di Era Digital. Jurnal Ilmu Pendidikan dan Sosial, 4(1), 21–29. https://doi.org/10.58540/jipsi.v4i1.787
Szakal, A. C., Brătucu, G., Ciobanu, E., Chițu, I. B., Mocanu, A. A., & Ialomițianu, G. (2024). Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives. Sustainability, 16(5), 18-45. https://doi.org/10.3390/su16051845
Tenny, S., Brannan, J. M., & Brannan, G. D. (2025). Qualitative Study. Dalam StatPearls. Treasure Island: StatPearls Publishing. http://www.ncbi.nlm.nih.gov/books/NBK470395/
Wardhana, A. (2021). Konsep Bauran Pemasaran 4P dan 7P. Dalam Manajemen Pemasaran: Dasar dan Konsep. Bandung: Media Sains Indonesia. https://www.researchgate.net/publication/354233995
