OPTIMIZING MARKETING OF MICRO, SMALL, AND MEDIUM ENTERPRISE PRODUCTS THROUGH DIGITAL MARKETING TRAINING AND VILLAGE TOURISM STRATEGIES
Published:
2026-04-09Downloads
Abstract
The great potential of village tourism and micro, small, and medium enterprises (MSMEs) has not been matched by effective marketing strategies or digital utilization. This community service aims to enhance MSME competitiveness and promote tourism through digital marketing training. The method involved workshops, interactive sessions, and technical mentoring for 30 participants, including MSME actors, village tourism managers, and local communities. Pre- and post-training questionnaires showed an increase in digital marketing understanding from an average score of 4.08 to 4.29, and in tourism marketing strategies from 4.04 to 4.37. These findings confirm digital marketing's effectiveness in market expansion and tourism development. However, limitations in infrastructure and digital literacy remain barriers. Further training, internet access improvement, and multi-sector collaboration are required for long-term impact.
Keywords:
Digital Marketing Village Tourism MsmesReferences
Andri, A. H., Nurina, B. S., & Nur, T. P. (2019). Pelatihan digital marketing usaha mikro, kecil dan menengah (UMKM) di Kabupaten Karawang. Jurnal Pengabdian Masyarakat J-Dinamika, 4(2). https://www.youtube.com/watch?v=LSDBpMSX40c
Aurelya, S., Hotiah, S., Aminah, S., & Nofiani, D. (2022). Strategi promosi menggunakan sosial media untuk mengoptimalkan branding desa wisata. Jurnal Pengabdian Kepada Masyarakat, 2(2). https://jurnalfkip.samawa-university.ac.id/karya_jpm/index
Bangsawan, S., MS, M., Nama, G. F., & Febrian, A. (2023). Pelatihan dan pendampingan desain digital content marketing. I-Com: Indonesian Community Journal, 3(3), 1093–1101. https://doi.org/10.33379/icom.v3i3.2947
Deku WA, Wang J, Preko AK (2024), "Digital marketing and small and medium-sized enterprises’ business performance in emerging markets". Asia Pacific Journal of Innovation and Entrepreneurship, Vol. 18 No. 3 pp. 251–269, doi: https://doi.org/10.1108/APJIE-07-2022-0069
Febriansyah, F., Fauziah, H., & Restilia, A. (2023). Penyuluhan dan pelatihan masyarakat Desa Sukadadi melalui strategi digital marketing sebagai upaya pengembangan UMKM. I-Com: Indonesian Community Journal, 3(2), 817–823. https://doi.org/10.33379/icom.v3i2.2654
Febriyantoro, M. T., & Arisandi, D. (2018). Pelatihan digital marketing bagi UMKM. Jurnal Manajemen Dewantara, 1(2).http://ejournal.stiedewantara.ac.id/index.php/JMD/issue/view/32
Jamal, A., & McKinnon, B. (2009). The power of giving. New York, NY: Penguin Books.
Junaedi, J. (2025). Eksotisme Jawa Barat, potensi besar sebagai destinasi pariwisata halal utama dunia. Kompasiana, 1(1).
Kalsum, U. (2025, March 13). Peran media sosial dan e-commerce dalam perkembangan UMKM. Radio Republik Indonesia.
Kotler, P. (1994). Reconceptualizing marketing: An interview with Philip Kotler. European Management Journal, 12(4), 353–361.
Kurnia, A. (2021). Strategi pemasaran digital sebagai destinasi desa wisata. Jakarta: Universitas Bakrie Press.
Kurniawan, A. (2011). SPSS serba-serbi analisis statistika dengan cepat dan mudah. Jakarta: Jasakom.
Lubis, T. A., Ekasari, N., & Siregar, A. P. (2022). Pelatihan digital marketing sebagai strategi perluasan pangsa pasar produk souvenir di Desa Pudak Kabupaten Muaro Jambi. Jurnal Inovasi Teknologi dan Digital Marketing (JITDM), 4(1).
Maurice. (2010). Service learning handbook. North Carolina: Guilford County Schools. http://www1.gcsnc.com/pdf/ServiceLearningHandbook.pdf
Maxwell, J. (2009). How successful people think. New York, NY: Hachette Book Group.
Mukhsin. (2019). Manfaat penerapan marketing online (menggunakan e-commerce dan media sosial) bagi usaha mikro, kecil dan menengah (UMKM). Teknokom, 2(1), 1–10.
Nanda, W. D., Widianingsih, I., & Miftah, A. Z. (2023). The Linkage of Digital Transformation and Tourism Development Policies in Indonesia from 1879–2022: Trends and Implications for the Future. Sustainability, 15(13), 10201. https://doi.org/10.3390/su151310201
Noviana, L., Situmorang, M.T.N., Cahyaputri, B., Farida, F., Sukwika, T. (2025). Analysis of Pentahelix tourism village for ecotourism development in Batu City, East Java. International Journal of Sustainable Development and Planning, Vol. 20, No. 3, pp. 1273-1282. https://doi.org/10.18280/ijsdp.200332
Patma, T. S., Wardana, L. W., Wibowo, A., Narmaditya, B. S., & Akbarina, F. (2021). The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1953679
Permatasari, D., Yogapratama, F., Kurniafitra, I. I., & Islamiah, W. (2022). Pelatihan digital marketing sebagai upaya pengembangan strategi pemasaran produk UMKM batik di Kelurahan Gedog Kota Blitar. Jurnal Pengabdian Masyarakat Transformasi dan Inovasi, 2(1), 60–72. https://journal.unesa.ac.id/index.php/jpm/article/view/15717
Pranoto, Jasmani, & Marayasa, I. N. (2019). Pelatihan digital marketing untuk peningkatan perekonomian anggota Karang Taruna Al Barkah di Kampung Cicayur-Tangerang. Jurnal Pengabdian Dharma Laksana, 1(2), 250–258. https://openjournal.unpam.ac.id/index.php/jpdl/article/view/2425
Redaksi Berita. (2024, August 29). Pengabdian masyarakat: Menggali potensi wisata desa Meat dengan pemasaran digital. IPMI News, 1(1).
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Stiadi, M., Herlinudinkhaji, D., Dwi, Y., Ariyanti, P., & Erwanti, N. (2021). Pelatihan pemanfaatan digital marketing dalam pengembangan pemasaran bagi pelaku UMKM. Bakti Banua: Jurnal Pengabdian Kepada Masyarakat, 2(1). https://ejurnal.stimi-bjm.ac.id/index.php/BBJM/
Tee, N. P. (2005). The learning organization. Singapore: Pearson.
Tran, N. L., & Rudolf, W. (2022). Social Media and Destination Branding in Tourism: A Systematic Review of the Literature. Sustainability, 14(20), 13528. https://doi.org/10.3390/su142013528
Trulline, P. (2021). Pemasaran produk UMKM melalui media sosial dan e-commerce. Jurnal Manajemen Komunikasi, 5(2), 259–279.
License
Copyright (c) 2026 Marcellia Susan, Anny Nurbasari, Budi Oktavianus Yusan, Yudhi Trisandy, John Salmar Saragih, Cen Lu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
