Studi Awal Pemanfaatan Teknologi Digital oleh UMKM UP2K Kenanga di Desa Curug Sangereng: Analisis Kesiapterapan Digitalisasi Pemasaran
DOI:
https://doi.org/10.70609/i-com.v5i3.8005Kata Kunci:
Digital Marketing, E-Marketplace, Literasi Digital, Pemberdayaan Kemitraan Masyarakat, UMKMAbstrak
Rendahnya literasi digital dan terbatasnya pemanfaatan media daring membatasi akses pasar UMKM perdesaan. Program pengabdian ini bertujuan mengidentifikasi kesiapan dan kebutuhan UMKM UP2K Kenanga di Desa Curug Sangereng dalam mengadopsi teknologi pemasaran digital. Desain program menggunakan pendekatan partisipatif berbasis komunitas (community-based participatory approach). Metode meliputi observasi lapangan, FGD dengan pemangku kepentingan, pelatihan digital marketing, serta perancangan dan pengujian prototipe e-marketplace berbasis web responsif. Sebanyak 11 UMKM terlibat pada proses pemetaan, uji coba, dan pelatihan. Hasil menunjukkan sebagian besar UMKM belum memiliki legalitas usaha dan belum memanfaatkan platform digital secara optimal, namun menunjukkan kemauan belajar yang tinggi. Prototipe e-marketplace diterima dan disempurnakan berdasarkan umpan balik pengguna. Temuan ini menegaskan bahwa pelatihan dan pendampingan berbasis teknologi merupakan strategi yang layak dan relevan untuk memperkuat transformasi pemasaran serta daya saing UMKM secara berkelanjutan.
Referensi
Agarwal, A. K., & Ojha, R. (2022). Prioritising the determinants of Industry-4.0 for implementation in MSME in the post-pandemic period – a quality function deployment analysis. The TQM Journal. https://doi.org/10.1108/tqm-06-2022-0204 DOI: https://doi.org/10.1108/TQM-06-2022-0204
Agustira, R., Zulva, N. F., Fathoni, A., & Setiawan, H. (2024). Optimalisasi UMKM Lokal Melalui Workshop Digital Marketing Sebagai Upaya Peningkatan Ekonomi Warga Dusun 4 Desa Cipedes. Proceeding UIN Sunan Gunung Djati Bandung, 5(8), 1–15.
Basri, A., Atmaja, D. M. U., Hakim, A. R., & Sanjaya, A. R. (2023). Application of Scrum Methodology in The Design of Micro, Small, and Medium Enterprise Systems: A Case Study on Laundry Services. International Journal Software Engineering and Computer Science (IJSECS). https://doi.org/10.35870/ijsecs.v3i3.1968 DOI: https://doi.org/10.35870/ijsecs.v3i3.1968
Febrianty, Y., Awaludin, D. T., Safar, M., Kraugusteeliana, K., & Suseno, S. (2024). Digital Skills Improvement for MSMEs in Rural Areas for Online Marketing. Unram Journal of Community Service. https://doi.org/10.29303/ujcs.v5i3.692 DOI: https://doi.org/10.29303/ujcs.v5i3.692
Fernandi Wijaya, S., William, E., & Wiratama, J. (2025). Adopting Intelligent Tutors in the Use of Digital Marketing Applications: A Case Study of MSMEs in Curug Sangereng Village, Banten. JUAN : Jurnal Ultima Abdimas Nusantara, 2(1), 36–44. https://doi.org/https://doi.org/10.31937/juan.v2i1
Jayan, L. (2024). Digital Accounting Infrastructure: Needs, Gaps, and Opportunities in Indias Rural MSME Landscape. International Journal for Research in Applied Science and Engineering Technology. https://doi.org/10.22214/ijraset.2024.63344 DOI: https://doi.org/10.22214/ijraset.2024.63344
Kondoj, M., Langi, H. S., & Putung, Y. (2021). The Development of E-commerce Software for MSMEs using the Agile Methods. International Journal of Computer Applications. https://doi.org/10.5120/ijca2021921764 DOI: https://doi.org/10.5120/ijca2021921764
Margaretha, L., Alveriza, C., Christine, A., & Adi, K. (2025). I-Com : Indonesian Community Journal Peningkatan Daya Saing Usaha Mikro Melalui Integrasi Branding dan Digitalisasi. 5(3), 1144–1152. DOI: https://doi.org/10.70609/i-com.v5i3.7456
Pamungkas, F. I., Utomo, S. H., Rahmawati, F., & Sumanto, A. (2025). The Influence of Entrepreneurship Education and Business Mentoring on the Success of People-Centric Economic MSMEs in Nganjuk Regency. EDUTEC : Journal of Education And Technology. https://doi.org/10.29062/edu.v8i3.1128 DOI: https://doi.org/10.29062/edu.v8i3.1128
Prasetiyo, Y., Wisnantiasri, S. N., Puspitasari, N. F. D., Pradana, N. W., Zuhroh, S., Hardiana, N., & Yulianto, K. S. (2025). Pembinaan Strategi Perencanaan Usaha UMKM Menuju Bisnis Digital dengan Metode Business Model Canvas. I-Com: Indonesian Community Journal, 5(2), 658–669. https://doi.org/10.70609/icom.v5i2.6897 DOI: https://doi.org/10.70609/icom.v5i2.6897
Putra, R. I. M., & Kurnia, A. C. (2025). Peran Pendampingan UMKM terhadap Penguatan Strategi Bisnis Lokal di Era Digital. AKSIOMA : Jurnal Sains Ekonomi Dan Edukasi. https://doi.org/10.62335/aksioma.v2i4.1160 DOI: https://doi.org/10.62335/aksioma.v2i4.1160
Satryawati, S., Wibowo, R. I., Kristian, E., Aristawidya, E., & Amanda, D. (2025). Role of Digital Transformation in Enhancing Sustainability and Feasibility of MSMEs: A Case Study of Dhea Rasa. Journal of Business Management and Economic Development. https://doi.org/10.59653/jbmed.v3i01.1266 DOI: https://doi.org/10.59653/jbmed.v3i01.1266
Sjachriatin, E., Riyadi, S., & Mujanah, S. (2023). The effects of knowledge-oriented leadership style, digital transformation, and human resource development on sustainable competitive advantage in East Java MSMEs. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2023.6.021 DOI: https://doi.org/10.5267/j.uscm.2023.6.021
Susanto, D., & Ridwan, A. (2024). Optimalisasi pemasaran digital untuk meningkatkan daya saing UMKM di Desa Sasahan. Indonesian Collaboration Journal of Community Services (ICJCS), 4(2), 98–105. DOI: https://doi.org/10.53067/icjcs.v4i2.164
Suwandi, Y. W. (2024). Improving the Competence of SMEs Customers through Mentoring: Holding BRI and PT Permadani Nasional Mandiri. Journal of Community Development in Asia. https://doi.org/10.32535/jcda.v7i1.2849 DOI: https://doi.org/10.32535/jcda.v7i1.2849
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Jansen Wiratama, Santo Fernandi Wijaya, Hendro Budiyanto, Robben Setiadi, Axel Lionel Raphael
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
