Transformasi Pemasaran UMKM melalui Pendampingan Digital Marketing di Desa Kaligerman  Kecamatan Karanggeneng Kabupaten Lamongan

Luluk Indah  Kholifatin; Annafri  Roaitulloh; Muhammad Azhar Rafifil  Hulqi; Muhammad Zaky Rafif  Nurkhafidhi; Mazroatus  Saadah

doi:10.65065/k06msq65

Authors

Luluk Indah Kholifatin Universitas Islam Neger Sunan Ampel Surabaya Author
Annafri Roaitulloh Universitas Islam Neger Sunan Ampel Surabaya Author
Muhammad Azhar Rafifil Hulqi Universitas Islam Neger Sunan Ampel Surabaya Author
Muhammad Zaky Rafif Nurkhafidhi Universitas Islam Neger Sunan Ampel Surabaya Author
Mazroatus Saadah Universitas Islam Neger Sunan Ampel Surabaya Author

DOI:

https://doi.org/10.65065/k06msq65

Keywords:

MSMEs, Digital Marketing, Community Assistance Participatory Action Research (PAR)

Abstract

This community service program aimed to optimize the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) through digital marketing assistance using the Participatory Action Research (PAR) approach. The methods employed included observation, problem identification, digital marketing seminars, implementation assistance, and evaluation involving 17 MSME owners in Kaligerman Village engaged in the production of snacks, traditional foods, and home-based processed products. The results showed that the participants gained a better understanding of the importance of digital marketing and were able to implement various promotional media, including the creation of social media accounts, business logos, banners, product catalogs, and registration of their businesses on Google Business Profile. The assistance also improved participants' digital literacy, strengthened their business identity, and enhanced the visibility of MSMEs through digital platforms.

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