Peningkatan Kemampuan Digital Marketing di Kalangan Pelaku UMKM Desa Truko Kabupaten Kendal untuk Meningkatkan Jangkauan dan Daya Saing Bisnis

Abstract

Digital marketing training for UMKM perpetrators in Truko Village under the Truko village-owned enterprise agency (BUMDes) is carried out using the PAR (Participatory Action Research) method that involves the active participation of UMKM in every stage. The training is carried out in three stages: preparation, implementation and evaluation. In the preparatory phase, the identification of the problems and needs of UMKM perpetrators related to digital marketing. Further, the preparation of training materials and an implementation plan. The implementation phase is carried out with the method of structured training, which includes the introduction of the basics of digital marketing, product digitization, digitization of promotion, and digitalization of transactions. The training also included practical practice for participants to apply digital marketing strategies to their ownAt the evaluation stage, it was shown that there was an increase of 85% in UMKM actors who implemented product digitization, an increase of 71% in those who applied digitization to promotions, and a 60% increase in those who applied transaction digitization. Evaluation is done through live observations, questionnaires, and interviews. The entire UMKM team acknowledged that the training and digital marketing support are beneficial as well as adding insights to broaden the reach and competitiveness of the business.