Strategi Digital Marketing pada UMKM di Desa Cipancar Kecamatan Leles, Kabupaten Garut

Abstract

Abstract

This community service activity aims to improve the digital marketing skills of MSMEs in Cipancar Village, Leles District, Garut Regency. The main challenges faced by MSMEs include a lack of understanding of digital marketing, limited ability to create promotional content, suboptimal use of social media and marketplaces, and limited product marketing reach. The activity was implemented through a participatory approach, encompassing outreach, training, technology implementation, mentoring, and evaluation. The training included the use of social media, WhatsApp Business, marketplaces, digital content creation using Canva and Artificial Intelligence (AI) technology, and strengthening MSME product branding. The results of the activity demonstrated an increase in the ability of MSMEs to utilize digital media for business activities. Of the 43 MSMEs who participated in the activity, 34 successfully established digital business accounts, 29 began using WhatsApp Business for marketing, and 26 were able to independently create simple digital promotional designs. Furthermore, MSMEs began actively promoting their products through Instagram, Facebook, and WhatsApp Status, thereby expanding their promotional reach. The use of AI technology also assisted participants in creating more attractive and professional promotional designs. This activity has had a positive impact on improving digital literacy, product promotion skills, and the motivation of MSMEs to develop digital technology-based businesses. With ongoing mentoring, it is hoped that MSMEs in Cipancar Village will be able to increase their competitiveness and expand their product markets sustainably in the digital era.