STRATEGI PENGEMBANGAN UMKM BERBASIS PEMASARAN DIGITAL DAN EKONOMI KREATIF DI DESA KARANGSONO
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Abstract
Di era digital saat ini, teknologi informasi telah meresapi berbagai aspek kehidupan, termasuk dalam kegiatan akademik, ekonomi, dan bisnis. Desa Karangsono, dengan sejumlah Usaha Mikro Kecil Menengah (UMKM) yang signifikan, berhasil meningkatkan tingkat penghasilan dan mengurangi angka pengangguran. Namun, disayangkan bahwa metode pemasaran yang masih dominan adalah konvensional tanpa memanfaatkan internet. Perkembangan pesat teknologi digital telah mengubah paradigma pemasaran dari tradisional menjadi digital. Strategi pemasaran digital menawarkan potensi lebih besar, memungkinkan pelanggan untuk menerima informasi produk dan bertransaksi secara online. Oleh karena itu, diperlukan model bisnis yang dapat beradaptasi dengan kemajuan teknologi untuk memudahkan sistem kewirausahaan. Penelitian ini mengusulkan Strategi Pengembangan UMKM Berbasis Pemasaran Digital Dan Ekonomi Kreatif Di Desa Karangsono. Melalui desk research, observasi lapangan, wawancara pelaku UMKM, sosialisasi program, dan pelaksanaan program dengan pendampingan intensif, kami mengeksplorasi kemungkinan peningkatan jangkauan pemasaran melalui digital marketing. Dalam era digital, penting bagi UMKM untuk memperhatikan konten kreatif sebagai kunci bersaing di ranah digital. Peranan media sosial menjadi pijakan utama dalam mencapai tujuan ini. Hasil penelitian ini memberikan gambaran tentang perkembangan UMKM di Desa Karangsono yang mengadopsi teknologi digital dan ekonomi kreatif.
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