EDUKASI DIGITALISASI PEMASARAN PRODUK UMKM MASYARAKAT

Andika Pratama  Setiawan; Muhammad Fahmi; Asma Zulfa  Habibah; Abel Maulid  Kurniawan; Syarifa  Ayudewi; Muhammad Islakh  Muntadlir; Nadiya Iffatus  Zahroh; Muhammad Fajar Kurnia  Sandy; Kholilurrohman Kholilurrohman; Syaifuddin Syaifuddin

doi:10.70281/jurnalpendidikandanekonomi.v1i02.835

Andika Pratama Setiawan Universitas Islam Negeri Sunan Ampel Surabaya
Muhammad Fahmi Universitas Islam Negeri Sunan Ampel Surabaya
Asma Zulfa Habibah Universitas Islam Negeri Sunan Ampel Surabaya
Abel Maulid Kurniawan Universitas Islam Negeri Sunan Ampel Surabaya
Syarifa Ayudewi Universitas Islam Negeri Sunan Ampel Surabaya
Muhammad Islakh Muntadlir Universitas Islam Negeri Sunan Ampel Surabaya
Nadiya Iffatus Zahroh Universitas Islam Negeri Sunan Ampel Surabaya
Muhammad Fajar Kurnia Sandy Universitas Islam Negeri Sunan Ampel Surabaya
Kholilurrohman Universitas Islam Negeri Sunan Ampel Surabaya
Syaifuddin Syaifuddin Universitas Islam Negeri Sunan Ampel Surabaya

DOI: https://doi.org/10.70281/jurnalpendidikandanekonomi.v1i02.835

Keywords: Digitalization, Marketing, MSMEs, Participatory Action Research, Digital Literacy

Abstract

The community of Karangduak Hamlet faces challenges in marketing Micro, Small, and Medium Enterprises (MSMEs) products due to limited market access and low adoption of digital technology. The lack of digital literacy and online marketing strategies has made it difficult for MSME products to compete in broader markets. To address this issue, this community engagement program employs the Participatory Action Research (PAR) method, involving training, mentoring, and hands-on practice in digital marketing. The activities include capacity building for MSME actors in utilizing social media, e-commerce platforms, and effective digital branding strategies. The results indicate a significant improvement in the understanding and skills of MSME actors in leveraging digital technology, contributing to increased market reach and sales revenue. The implications of this program highlight the importance of digital literacy in enhancing MSME competitiveness and the need for continuous mentoring to ensure the sustainable adoption of digital marketing strategies.