Integrasi Strategi Pemasaran Digital dalam Peningkatan Kinerja Operasional UKM Kreatif: Studi Kasus Martha Onyx Tulungagung
DOI:
https://doi.org/10.64803/jupemba.v2i1.121Kata Kunci:
Pemasaran Digital, UMKM kreatif, pengabdian kepada masyarakat, kolaborasi universitas-industri, kerajinan onyx dan marmerAbstrak
UMKM kreatif berbasis kerajinan tradisional sering menghadapi keterbatasan literasi digital dan pengelolaan pemasaran digital yang belum terstruktur. Program pengabdian kepada masyarakat ini bertujuan untuk merancang dan mengimplementasikan strategi digital marketing secara kolaboratif pada Martha Onyx Tulungagung, UMKM kreatif di sektor kerajinan marmer dan onyx. Metode yang digunakan adalah pendekatan partisipatif berbasis pendampingan yang melibatkan dosen, mahasiswa magang, dan mitra UMKM, melalui pendampingan digital marketing, pendidikan berkelanjutan, serta peningkatan pemahaman industri kreatif. Pengumpulan data dilakukan melalui pre-test dan post-test, observasi, dokumentasi, dan umpan balik mitra. Hasil kegiatan menunjukkan peningkatan pengetahuan digital marketing, konsistensi konten, interaksi digital, serta kepercayaan diri mitra dalam mengelola platform digital. Program ini juga menghasilkan luaran digital yang meningkatkan visibilitas produk dan jangkauan pasar. Temuan ini menegaskan efektivitas pendekatan co-creation dalam memperkuat daya saing dan keberlanjutan UMKM kreatif. Program lanjutan disarankan menerapkan pendampingan jangka panjang.
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Hak Cipta (c) 2025 Mokhamad Eldon, Gautama Sastra Waskita, Dhio Saputra, Nurani, Denny Rakhmad Widi Ashari, Aulia Rahman Hakim (Author)
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