Optimalisasi Potensi UMKM Berbasis Teknologi melalui Implementasi Strategi Digital Marketing di UMKM lingkungan PKK RT.004 RW.008 Griya Alam Sentosa -Cileungsi-Bogor

Abstract

This activity was conducted at MSMEs in PKK RT.004 RW.008 Griya Alam Sentosa, Cileungsi-Bogor, focusing on UMKM Srikandi, which produces onde-onde ketawa and Mustofa potatoes. Many MSMEs face difficulties in utilizing digital technology in today's digital era. Data shows that despite a significant increase in the number of MSMEs entering the digital ecosystem from 2020 to 2024, the success rate of MSMEs in selling products through digital platforms remains low at only 4-10%. This research employed a three-stage methodology for the training program, which began on September 29, 2024. These stages consisted of pre-activity, implementation, and monitoring. The results showed a significant improvement in participants' understanding of basic digital marketing concepts and the importance of social media and e-commerce in business. The program successfully empowered MSME entrepreneurs, particularly women over 50 years old, in optimizing the use of digital technology for their business development, proving that training is an effective method in encouraging digital transformation of MSMEs.

Keywords: MSMEs (Micro, Small, and Medium Enterprises), Digital Marketing, Social Media, E-commerce, Digital Transformation