Peningkatan Pemasaran UMKM Melalui Kolaborasi E-Commerce dan Instagram
DOI:
https://doi.org/10.62951/unggulan.v1i3.371Keywords:
SMES, Digital Marketing, E-Commerce, Instagram, Training, CollaborationAbstract
This community service project aims to enhance SME marketing through the collaboration of e-commerce and Instagram. Through specially designed training, SME participants were taught how to effectively utilize these platforms to market their products. The study employs both quantitative and qualitative approaches to evaluate the effectiveness of the training. Data were collected through questionnaires, interviews, and direct observations. The results indicate a significant increase in participants' knowledge and skills, as well as an improvement in sales after the training. These findings support the Diffusion of Innovations theory and integrated marketing communications, demonstrating that the collaboration of e-commerce and Instagram can enhance SME competitiveness. Recommendations include developing training materials, providing ongoing support, establishing partnerships with e-commerce and social media platforms, and conducting periodic evaluations.
References
Belch, G. E., & Belch, M. A. (2018) - Explores advertising and promotion strategies within the integrated marketing communications framework, highlighting various promotional tools and their applications. Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
Chaffey, D. (2015) - Provides an overview of digital business and e-commerce management, covering strategic aspects and operational challenges in digital business environments. Digital Business and E-Commerce Management. Pearson Education Limited.
Kamil, I., Bakri, A. A., Salingkat, S., Ardenny, A., Tahirs, J. P., & Alfiana, A. (2022) - Explores mentoring UMKM through the utilization of digital marketing on e-commerce platforms. The study provides insights into how digital marketing can be used as a tool to support UMKM development. Amalee: Indonesian Journal of Community Research and Engagement, 3(2), 517-526.
Kaplan, A. M., & Haenlein, M. (2010) - Discusses the challenges and opportunities of social media for businesses, emphasizing the importance of engaging users in the digital landscape. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.
Kotler, P., & Keller, K. L. (2016) - Offers comprehensive insights into marketing management, covering fundamental principles and strategies in the field of marketing. Marketing Management (15th ed.). Pearson Education Limited.
Laudon, K. C., & Traver, C. G. (2018) - Focuses on e-commerce trends, business models, and societal impacts, providing an in-depth analysis of e-commerce in contemporary business contexts. E-Commerce 2018: Business, Technology, Society (14th ed.). Pearson.
Rogers, E. M. (2003) - Introduces the concept of diffusion of innovations, discussing how new ideas and technologies spread within societies and organizations. Diffusion of Innovations (5th ed.). Free Press.
Syukron, S., Zarkasih, A., Nasution, S. L. A., Siregar, M. R., & Munthe, R. S. (2022) - Discusses digital marketing strategies for UMKM in the digital era. The paper focuses on effective marketing approaches tailored to UMKM in the current digital landscape. COMSEP: Jurnal Pengabdian Kepada Masyarakat, 3(2), 159-164.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Pelayanan Unggulan : Jurnal Pengabdian Masyarakat Terapan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
