Program Pendampingan Tata Manajemen Bisnis dan Pemasaran Daring UKM di Jatimurni, Bekasi

Rakhdiny Sustaningrum; Rianita Pramitasari; Daru Bagus Seto  Anugrah; Ivana Mariska  Sumitro

doi:10.70609/icom.v5i1.5272

Penulis

Rakhdiny Sustaningrum Universitas Katolik Indonesia Atma Jaya, Indonesia
Rianita Pramitasari Universitas Katolik Indonesia Atma Jaya, Indonesia
Daru Bagus Seto Anugrah Universitas Katolik Indonesia Atma Jaya, Indonesia
Ivana Mariska Sumitro Universitas Katolik Indonesia Atma Jaya, Indonesia

DOI:

https://doi.org/10.70609/icom.v5i1.5272

Kata Kunci:

e-Commerce, Kanvas Bisnis Model, Literasi Digital, Participatory Action Research

Abstrak

Perubahan pola pemasaran dari metode konvensional ke digital menghadirkan tantangan bagi Usaha Kecil Menengah (UKM), terutama dalam literasi digital dan manajemen bisnis. Kurangnya pemahaman terhadap pemasaran daring menghambat daya saing dalam memanfaatkan peluang e-commerce. Studi ini bertujuan untuk meningkatkan kapasitas UKM di Jatimurni, Bekasi, melalui pelatihan tata kelola bisnis dan pemasaran digital berbasis Participatory Action Research (PAR). Program mencakup tiga sesi pelatihan yang mengintegrasikan teori dan praktik, mencakup struktur organisasi, desain label kemasan menggunakan Canva, dan pembuatan toko daring melalui platform e-commerce. Evaluasi efektivitas program menggunakan pre dan post-test dengan analisis statistik. Hasil uji statistik menunjukkan peningkatan signifikan dalam literasi digital peserta, termasuk pemahaman struktur organisasi, penggunaan kanvas model bisnis, dan penerapan pemasaran digital. Program ini juga menghasilkan pengolahan ikan nila bernilai tambah dengan desain kemasan yang memenuhi standar yang dijual daring. Studi ini menyimpulkan bahwa intervensi berbasis partisipasi dan berkelanjutan diperlukan untuk meningkatkan daya saing UKM melalui transformasi digital.

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