Pengembangan Pemasaran Digital untuk Meningkatkan Kesadaran Merek UMKM Batik Pancawati di Kota Bogor
DOI:
https://doi.org/10.71024/bhakti.2025.v2i2.189Kata Kunci:
Brand Awareness, Development, Digital marketing, MSME, Social Media MarketingAbstrak
Micro, Small, and Medium Enterprises (MSMEs) often face the challenge of limited market reach and brand recognition due to the low adoption of digital marketing technology. Addressing this, a community service activity was conducted to develop and implement Digital Marketing specifically to enhance the Brand Awareness of Batik Pancawati MSMEs in Bogor City. The intervention utilized a method combining interactive discussions and applied workshops, where the service team performed six weeks of direct assistance in managing Social Media Marketing (SMM) and developing essential digital infrastructure. Consequently, the results demonstrated a significant increase in Brand Awareness, evidenced by a notable rise in Instagram and TikTok followers, along with an improvement in the average views and interaction rates of narrative content. Furthermore, fundamental digital assets, including a website, a digital catalog, and an integrated Linktree, were successfully created, which collectively strengthened brand credibility and streamlined the customer journey. In conclusion, this direct intervention in SMM and digital asset development is proven to be an effective solution for overcoming technological adoption barriers and successfully expanding the MSME's market reach.
Unduhan
Referensi
Akhmad, D. (2015). Pengaruh e-commerce terhadap peningkatan pendapatan UMKM. Jurnal Ekonomi Bisnis, 20(2), 99-106.
Bresciani, S., et al. (2018). Social Media Marketing and Brand Awareness: A Systematic Literature Review. Journal of Marketing Management, 34(3-4), 219-246.
Hadian, R. D., et al. (2023). Peran Teknologi Informasi dan Komunikasi dalam Pengembangan UMKM di Era Digital. Jurnal Pengabdian kepada Masyarakat, 5(1), 1-8.
Kaplan, A., & Haenlein, M. (2020). Relaunching the social media marketing definition. California Management Review, 62(4), 1-20.
Kementerian Koperasi dan UKM. (2024). Data Statistik UMKM Tahun 2023. Jakarta: Kementerian Koperasi dan UKM Republik Indonesia.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ: John Wiley & Sons.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
Rahayu, S., & Day, J. (2015). Determinant factors of e-commerce adoption by SMEs in developing countries. Procedia-Social and Behavioral Sciences, 195, 142-151.
Setyaningsih, S., & Pramono, R. (2020). The effect of digital marketing and innovation on UMKM performance during the COVID-19 pandemic. Journal of Asian Finance, Economics and Business, 7(10), 837-846.
Wardhana, A. (2015). Peran E-commerce Dalam Peningkatan Daya Saing UMKM. Jurnal Bisnis dan Manajemen, 5(1), 89-98.
Woodside, A. G. (2016). Storytelling, narrative and the creation of great customer experiences. Bingley: Emerald Group Publishing Limited
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Ake Sita Fahrunisa, Edgar Zefanya Suryadireja, Fadil Ramdani, Muhammad Iqbal, Nicola Marshandy Putra, Aditya Sugih Setiawan, Dina Mayasari (Author)
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
