Peningkatan Kapasitas Pemasaran Digital dalam Mendorong Daya Saing Produk UMK Lokal
DOI:
https://doi.org/10.59246/alkhidmah.v4i1.1333Keywords:
Pemasaran digital; peningkatan kapasitas; daya saing produk; usaha mikro dan kecil.Abstract
Usaha mikro dan kecil lokal menghadapi tantangan daya saing produk di tengah percepatan transformasi digital yang belum diimbangi dengan peningkatan kapasitas terhadap daya dukung pemasaran. Pengabdian ini bertujuan menganalisis peran peningkatan kapasitas pemasaran digital dalam mendorong daya saing produk usaha mikro dan kecil lokal. Pengabdian ini menggunakan pendekatan kualitatif dengan desain intervensi berbasis komunitas melalui pelatihan, pendampingan terarah, dan refleksi praktik. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, kemudian dianalisis menggunakan analisis tematik. Hasil menunjukkan bahwa peningkatan kapasitas pemasaran digital tidak hanya meningkatkan kemampuan teknis, tetapi juga mentransformasi pola pikir strategis, memperkuat identitas produk lokal, serta menghasilkan efek spillover ekonomi pada kapasitas manajerial pelaku usaha yaitu; pengaruh peningkatan pertumbuhan ekonomi di satu kota terhadap wilayah kota tetangga. Diskusi mengungkap penguatan model pengabdian bahwa pemasaran digital berfungsi sebagai instrumen penguatan kapabilitas kewirausahaan dan keberlanjutan usaha. Pengabdian ini menyimpulkan bahwa pendekatan berbasis kapasitas lebih efektif dibanding adopsi teknologi semata dan merekomendasikan replikasi model pengabdian ini dalam konteks dan sektor yang lebih luas.
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