Pemberdayaan UKM YAD Blangkon Yogyakarta Melalui Pemasaran Berbasis Digital Sebagai Upaya Menembus Pasar Global
DOI:
https://doi.org/10.26714/jipmi.v1i4.62Kata Kunci:
bisnis berkelanjutan, kerajinan blangkon, pemasaran digitalAbstrak
Latar Belakang: Pariwisata memegang peranan penting dalam pengembangan perekonomian wilayah. Beberapa dampak positif perkembangan pariwisata diantaranya: penerimaan pendapatan, peningkatan kesejahteraan masyarakat, serta munculnya industri pendukung pariwisata. YAD Blangkon merupakan salah satu industri kerajinan yang masih eksis di Daerah Istimewa Yogyakarta. Produk utama usaha ini adalah blangkon, baju surjan, serta beberapa produk lainnya. Munculnya pandemi Covid-19 membuat usaha ini mengalami penurunan penjualan. Perkembangan teknologi ternyata belum mampu memberikan hasil yang diharapkan. Beberapa permasalah lain yang muncul diantaranya: 1) pemasaran digital yang belum maksimal, 2) perangkat digital yang belum memadai, 3) kurangnya keterampilan SDM dalam pembuatan konten, serta 4) strategi branding produk yang belum menarik. Tujuan: Program ini diharapkan meningkatkan kualitas usaha dan mampu menyelesaikan permasalahan usaha seperti: pemasaran berbasis digital yang belum maksimal, perangkat digital yang belum memadai serta minimnya kreativitas dalam membuat konten publikasi. Metode: Salah satu modal utama kegiatan usaha adalah penerapan manajemen pemasaran yang baik. Program pengabdian masyarakat ini disusun secara komprehensif dengan melakukan beberapa kegiatan seperti: 1) pendampingan usaha; 2) pengadaan perangkat digital; 3) pelatihan pembuatan konten publikasi; serta 4) merancang strategi branding menarik. Hasil: Melalui pendampingan yang dilakukan, program Pengabdian kepada masyarakat ini mampu meningkatkan kualitas usaha YAD Blangkon. Strategi pemasaran digital yang dilakukan berhasil menaikan volume penjualan hingga 25% dibandingkan periode sebelumnya. Kesimpulan: Penerapan strategi pemasaran yang tepat akan memberikan dampak bagi perkembangan usaha. Proses adaptasi teknologi dalam kegiatan pemasaran, akan memberikan nilai positif dalam peningkatan kualitas serta pengembangan usaha.
Kata Kunci : bisnis berkelanjutan, kerajinan blangkon, pemasaran digital
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Abstract
Background: Tourism plays an important role in regional economic development. Some of the impacts of positive developments include income generation, increased community welfare, and the emergence of a tourism-supporting industry. YAD Blangkon is one of the handicraft industries that still exists in the Special Region of Yogyakarta. The main products of this business are blangkon, surjan clothes, and several other products. The emergence of the COVID-19 pandemic has caused this business to experience a decline in sales. Technological developments have not been able to provide the expected results. Several other problems that arise include: 1) digital marketing that has not been maximized; 2) inadequate digital tools; 3) lack of HR skills in content creation; and 4) product branding strategies that are not yet attractive. Objective: This program is expected to improve the quality of business and be able to complete businesses such as: digital-based marketing that has not been maximized, insufficient digital tools, and a lack of creativity in creating published content. Method: One of the main activities of capital is the implementation of good marketing management. This community service program is compiled comprehensively by carrying out several activities such as: 1) business assistance; 2) procurement of digital devices; 3) training in the creation of publication content; and 4) designing an attractive branding strategy. Result: Through the assistance provided, this community service program was able to improve the quality of YAD Blangkon's business. The digital marketing strategy carried out succeeded in increasing sales volume by up to 25% compared to the previous period. Conclusion: The application of the right marketing strategy will have an impact on business development. The process of adapting technology in marketing activities will provide a positive value in improving quality and business development.
Keywords: business sustainability, blangkon craft, digital marketing
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