Pendampingan Digitalisasi Pemasaran Produk Tradisional Desa Bajulan Melalui Sinergi Mahasiswa dan UMKM

Abstract

Marketing digitalization is important for increasing the competitiveness of traditional village products in the information technology era. Traditional products from Bajulan Village, including krupuk sentrewele, corn-rice powder, tiwul-rice powder, cassava chips, and banana chips, were previously marketed conventionally with limited reach. Through collaboration between students and local MSME actors, intensive assistance was provided through training and the implementation of online marketing using social media and marketplace platforms. This community engagement study used a qualitative approach with a case study method, involving in-depth interviews, direct observation, and documentation of activities during the program. The results indicate increased knowledge and skills among MSME actors in managing social media, creating creative content, and using digital promotional features such as Meta Ads. Digital marketing expanded the market reach of Bajulan traditional products beyond the local area, while also increasing sales volume and MSME income. The collaboration also provided valuable practical experience for students in applying their knowledge and contributing to village economic empowerment. However, challenges remain, including limited internet infrastructure, limited capital, and low initial understanding of digital technology among MSME actors. Therefore, continuous support from the government and supporting institutions is needed so that digitalization can be sustained and provide long-term benefits for the village economy.