Pendampingan Transformasi Pemasaran Berbasis Platform Digital pada UMKM POKLAHSAR OLAHRAMLAN di Kelurahan Tapaan, Kota Pausuran
DOI:
https://doi.org/10.63011/ijce.v2i3.69Keywords:
MSME digitalization, Digital Marketing, Participatory Assistance, Marketplace, Oyster CrackersAbstract
The rapid development of digital technology provides opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand market reach and strengthen business competitiveness. However, the utilization of digital platforms remains limited among some MSMEs, including POKLAHSAR OLAHRAMLAN in Tapaan Village, Pasuruan City, which produces oyster-based products under the Tiram Miss You brand. This community service program aimed to strengthen the partner’s digital marketing capacity through a Participatory Assistance approach involving needs identification, planning, implementation, and evaluation. Data were collected through observation, semi-structured interviews, and documentation. The assistance included the development of a TikTok account, Shopee store, product photography, digital catalog, and QRIS for non-cash payments. The results produced seven TikTok promotional contents with 31 followers and 63 likes, a Shopee store containing three products, improved product photographs, a digital catalog, and an active QRIS that was successfully used for a payment transaction. Evaluation results showed that the partner was able to independently manage TikTok, Shopee, the digital catalog, and QRIS. The program contributed to strengthening the digital marketing capacity of POKLAHSAR OLAHRAMLAN and provided digital marketing facilities that can be continued after the program.
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