PELATIHAN DIGITAL MARKETING BERBASIS ASSET-BASED COMMUNITY DEVELOPMENT UNTUK MENINGKATKAN OMSET PRODUK ANYAMAN DI DESA KUPUK, PONOROGO
Keywords:
Digital Marketing, Perajin Anyaman, ABCD, Desa KupukAbstract
Desa Kupuk menghasilkan banyak perajin anyaman tradisional seperti tas buwuh, tas belanja, dompet, keranjang buah, dan berbagai produk rumah tangga lainnya. produk anyaman tersebut dibuat dengan bahan rotan sintetis atau rotan plastik dari kualitas sedang sampai kualitas tinggi tinggal permintaan pasar. Kebanyakan dari perajin masih memasarkan secara tradisional yaitu dijual ke pasar, dipasarkan dari mulut kemulut, dan dijual ke pengepul. Untuk meningkatkan kapasitas pemasaran dan memperluas jangkauan penjualan produk anyaman local Desa Kupuk, maka kami mahasiswa UNIPMA memberikan pelatihan digital marketing. Kami menggunakan pendekatan Asset-Based Community Development (ABCD) untuk mengidentifikasi dan mengoptimalkan aset yang dimiliki pengrajin, meliputi keterampilan produksi, kreativitas, jejaring sosial, serta ketersediaan perangkat digital. Pelatihan mencakup pengenalan digital marketing, teknik fotografi produk, pembuatan konten visual, pengelolaan media sosial, dan pendampingan publikasi secara konsisten. Hasil kegiatan menunjukkan peningkatan signifikan dalam kualitas konten, aktivitas promosi, serta interaksi dengan calon pembeli. Beberapa perajin mengalami kenaikan omset 15–35% setelah tiga minggu penerapan strategi digital. Temuan ini menunjukkan bahwa pendekatan ABCD efektif dalam memperkuat kemandirian pengrajin dan mendorong transformasi pemasaran dari metode konvensional menuju digital.
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