Penguatan Pemasaran Online untuk Meningkatkan Daya Saing UMKM Bakso

Endang Suswati; Fitria Ariyani; Taufik Akbar

doi:10.53624/kontribusi.v4i1.874

Authors

Endang Suswati Universitas Gajayana, Malang
Fitria Ariyani Universitas Gajayana, Malang
Taufik Akbar Universitas Gajayana, Malang

DOI:

https://doi.org/10.53624/kontribusi.v4i1.874

Keywords:

UMKM Kuliner, Digital Marketing, Branding, Pengabdian kepada Masyarakat

Abstract

Transformasi digital pada sektor UMKM kuliner menuntut penguatan strategi pemasaran berbasis digital agar usaha mampu bertahan dan bersaing di tengah kompetisi yang semakin dinamis. Bakso Damas sebagai usaha kuliner yang telah mapan memiliki potensi produk dan loyalitas pelanggan yang kuat, namun pemanfaatan media sosial, marketplace, serta pengelolaan branding belum terintegrasi secara strategis. Kegiatan Pengabdian kepada Masyarakat ini bertujuan memperkuat daya saing usaha melalui pendampingan manajemen usaha, optimalisasi bauran pemasaran, serta penguatan strategi digital marketing secara terstruktur dan berkelanjutan. Pelaksanaan menggunakan pendekatan partisipatif melalui tahapan observasi kondisi usaha, identifikasi kebutuhan, perencanaan strategi, pendampingan teknis manajemen dan branding, implementasi penguatan pemasaran digital, serta evaluasi berbasis refleksi dan pengukuran sebelum–sesudah kegiatan. Intervensi menunjukkan peningkatan pemahaman dan konsistensi pencatatan keuangan, pemisahan keuangan usaha dan pribadi, pembaruan kemasan yang lebih profesional, serta pengelolaan media sosial yang lebih terencana. Mitra mulai menerapkan promosi digital secara rutin dan mengalami perluasan jangkauan pasar yang berdampak pada peningkatan performa penjualan. Pendampingan terintegrasi yang memadukan penguatan manajemen, branding, dan digital marketing efektif meningkatkan kapasitas usaha dan memperkuat daya saing UMKM kuliner secara berkelanjutan.

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