Penguatan Branding dan Pemasaran Digital Usaha Rumahan bagi Ibu-Ibu PKK Kabupaten Karawang

Pristiana Widyastuti, Kurnianing Isololipu, Antonius Widi Hardianto

Abstract


This program aims to enhance the capacity of PKK women (members of the Family Welfare Empowerment Organization in Indonesia), as home-based MSME entrepreneurs in utilizing digital marketing and strengthening business branding. The program was conducted with 32 PKK women participants through training and mentoring methods. The training materials included the use of social media for digital marketing, writing promotional messages based on the AIDA (Attention, Interest, Desire, Action) model, product photography techniques, and the creation of digital promotional designs using the Canva application. The results of the program showed an improvement in participants’ abilities to utilize social media for business promotion, create promotional captions, produce more attractive product photos, and independently design digital promotional content. The evaluation also indicated that the training materials were relevant to the participants’ needs and could be directly applied in their daily business activities. This program is expected to help home-based MSME entrepreneurs expand their market reach and improve the competitiveness of their digital-based businesses

Keywords


Branding, digital marketing, social media, PKK, MSMEs

Full Text:

PDF

References


Andina, A. N., Salsabila, S., & Safitri, S. A. (2023). Pelatihan Penggunaan Aplikasi Canva Untuk Pemasaran Digital Pada Ibu-Ibu PKK Pemilik Usaha Rumahan. Jurnal Pengabdian kepada Masyarakat Nusantara, 4(4), 3041-3047. https://ejournal.sisfokomtek.org/index.php/jpkm/article/view/1570

Badan Pusat Statistik Kabupaten Karawang. (2024). Kecamatan Majalaya dalam angka 2024. Badan Pusat Statistik Kabupaten Karawang.

Febrianti, A., Khairiyah, S. L., Novita, Y., & Rahmat, Z. (2026). Transformasi inovasi digital dalam penguatan kewirausahaan mahasiswa diera ekonomi kreatif. Jurnal Pendidikan Sosial dan Humaniora, 5(1), 7314-7325. https://publisherqu.com/index.php/pediaqu/article/view/3465

Indrawati, A. S., Mimung, F., Pulo, Y. F., Thei, J. S., Teti, M. D. T. A., Betan, A. I. H., ... & Lawalu, E. M. (2024). Pelatihan Pemasaran Berbasis Digital Bagi Ibu-Ibu PKK Dusun I Desa Penfui Timur. Journal Of Human And Education (JAHE), 4(1), 515-520. http://jahe.or.id/index.php/jahe/article/view/667

Junaedi, S. R. P., & Rojali, R. (2024). Penguatan Ekonomi Kreatif Lokal Melalui Pelatihan Kewirausahaan Digital di Komunitas Masyarakat. ADI Pengabdian Kepada Masyarakat, 5(1). https://adi-journal.org/index.php/adimas/article/view/1132

Kumala, D., Was' an, G. H., & Haryadi, R. N. (2023). Pelatihan Pengembangan Pemasaran Digital Produk Pakan Ternak pada UMKM Tegal Salam Feed, Bogor, Jawa Barat. Jurnal Peradaban Masyarakat, 3(1), 61-66.

Kurniasih, E., Masduki, L. R., & Bimo, D. S. (2023). Peningkatan Keterampilan Ibu-Ibu Pkk Dalam Memasarkan Busana Gamis di Media Sosial Sebagai Pengemabangan Home Industri. Journal of Dedicators Community, 7(2), 189-196. https://ejournal.unisnu.ac.id/JDC/article/view/4826

Kusumaningsih, S., & Rianawati, T. (2024). Peran Organisasi Pemberdayaan Kesejahteraan Keluarga (Pkk) Terhadap Program Pemberdayaan Perempuan Di Kelurahan Sukorejo Kecamatan Gunungpati Semarang. DINAMIKA: Jurnal Manajemen Sosial Ekonomi, 4(1), 264-269.

Putra, H. B., Sutedjo, B., & Suhana, S. (2024). Pelatihan pemasaran digital bagi ibu-ibu PKK Kelurahan Tambakrejo Kecamatan Gayamsari. PROFICIO, 5(2), 683-687. https://ejournal.utp.ac.id/index.php/JPF/article/view/3628

Silvia, D., Salma, N., Yulistina, Y., Sari, M. S., & WA, S. M. (2024). Marketing Digital dan Foto Produk Dodol Mangrove Hasil Olahan Kelompok PKK Desa Pahawang. Jurnal Pengabdian UMKM, 3(1), 46-53. https://jpu.ubl.ac.id/index.php/jpu/article/view/56

Syafiih, M., Khairi, M., Rasidi, M., Ariska, I., Rahayu, S. I., & Hati, S. (2023). Pelatihan Pemasaran Online Berbasis Marketplace Bagi Kelompok Ibu PKK di Desa Kalianan Krucil Probolinggo. Jurnal Ilmiah Pengabdian dan Inovasi, 2(1), 197-208. https://journal.ikmedia.id/index.php/jilpi/article/view/265




DOI: https://doi.org/10.52447/jpn.v6i1.9500

Refbacks

  • There are currently no refbacks.