MENINGKATAKAN LITERASI PEMASARAN MELALUI PEMANFAATAN MARKETPLACE PADA IBU RUMAH TANGGA KAWASAN MURIA
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Abstract
Desa Colo merupakan salah satu desa destinasi wisata alam dan religi Sunan Muria di Kecamatan Dawe, Kabupaten Kudus yang sebagian besar masyarakatnya memiliki Usaha Mikro Kecil dan Menengah (UMKM). Era digitalisasi telah merubah pola bisnis yang dapat dilakukan oleh siapa saja, di mana saja, dan kapan saja. Salah satu peluangnya adalah pemanfaatan platform marketplace dalam pemasaran produk, baik produk milik sendiri maupun produk yang diperoleh dari produsen. Peningkatan teknologi pemasaran diperlukan untuk mengambil peluang bisnis sebagai tambahan penghasilan dan pendapatan bagi para ibu rumah tangga yang masih memiliki waktu luang dalam kesehariannya di Desa Colo. Kegiatan pengabdian ini merupakan program yang bertujuan untuk meningkatkan literasi teknologi pemasaran pada ibu rumah tangga (IRT) melalui pendampingan pemanfaatan platform marketplace. Peserta program berjumlah tujuh orang yang dipilih dengan kriteria IRT yang memiliki waktu luang, familiar dengan penggunaan smartphone, serta memiliki ketertarikan dalam melakukan usaha sampingan melalui jual beli online. Pelaksanaan program mencakup tahapan (1) Perencanaan; (2) Paparan materi dan ide bisnis; (3) Pemanfaatan platform digital marketplace; dan (4) Praktik penyelesaian masalah. Data diperoleh melalui dokumentasi dan observasi respon dan performa peserta pendampingan. Hasil menunjukkan bahwa peserta pendampingan dapat memanfaatkan paltfor marketplace dan memahami penyelesaian pada problem dalam penggunaan platform marketplace.
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