DIGITAL EMPOWERMENT DAN PEMBERDAYAAN UMKM MELALUI OPTIMALISASI E-COMMERCE DAN MEDIA SOSIAL
DOI:
https://doi.org/10.58740/m-jp.v2i3.536Keywords:
Literasi Digital, UMKM, E-Commerce, Media Sosial, Pengabdian MasyarakatAbstract
Desa Putrapinggan, Kecamatan Kalipucang, Kabupaten Pangandaran memiliki potensi UMKM cukup besar, khususnya produk pangan dan kerajinan lokal. Namun, mayoritas pelaku usaha masih memasarkan produk secara konvensional karena keterbatasan literasi digital dan kemampuan branding. Program Pengabdian kepada Masyarakat ini bertujuan meningkatkan kapasitas digital UMKM melalui literasi pemasaran online, optimalisasi e-commerce, dan pemanfaatan media sosial. Metode pelaksanaan menggunakan pendekatan Community-Based Research (CBR) yang partisipatif, meliputi sosialisasi dan FGD kebutuhan mitra, pelatihan literasi digital dan pembuatan konten, penerapan akun bisnis di marketplace, pendampingan praktik, evaluasi kinerja promosi, serta pembentukan komunitas digital UMKM desa. Hasil kegiatan menunjukkan peningkatan signifikan dalam kompetensi digital pelaku usaha, terbentuknya 11 akun bisnis aktif di media sosial/marketplace, penerapan content plan mingguan, penguatan branding dasar produk, serta adanya evaluasi efektivitas promosi berbasis metrik digital. Selain itu, terbentuk komunitas digital UMKM desa yang mendorong kolaborasi berkelanjutan. Program ini memberikan implikasi nyata bagi transformasi digital UMKM perdesaan, meningkatkan daya saing produk lokal, serta memperkuat ekosistem ekonomi digital desa yang inklusif dan berkelanjutan.
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