Optimalisasi Penjualan Produk Lokal Melalui Pelatihan Digital Marketing Berbasis Konten Kreatif

Abstract

This Community Service Program aimed to enhance the capacity of local entrepreneurs in optimizing product sales through creative content-based digital marketing. The program was conducted for the Bumi Panisan Ateng Miad Community in Kadumanggu Village, Bogor Regency, whose members are predominantly micro-enterprise owners facing challenges in digital literacy, online promotion, and the utilization of social media as a marketing platform. The program employed an educational approach consisting of needs assessment, counseling sessions, training, hands-on practice, mentoring, and evaluation through pre-tests, post-tests, observations, and participant questionnaires. The training materials covered digital entrepreneurship, digital marketing strategies, product branding, creative content development, the utilization of social media and online marketplaces, and practical training in designing promotional content using digital applications. The results demonstrated significant improvements in participants' competencies in digital marketing, creative content creation, business social media utilization, and marketing strategy development. This program is expected to serve as a sustainable community empowerment model through digital transformation to strengthen the competitiveness of local products.