PEMANFAATAN MEDIA SOSIAL UNTUK PROMOSI PRODUK KERAJINAN DI KELURAHAN RAWA BUAYA, JAKARTA BARAT
DOI:
https://doi.org/10.22441/jam.2019.v4.i2.010Keywords:
Promosi Media sosial, produk kerajinanAbstract
Tujuan pengabdian masyarakat ini diantaranya: (1) peningkatan kesadaran dari pengusaha UMKM terhadap pemanfaatan sosial media untuk mempromosikan produk; (2) peningkatan skill dan knowledge terhadap teknik promosi produk menggunakan sosial media; (3) peningkatkan jumlah transaksi penjualan produk UMKM di kelurahan Rawa Buaya. Adanya kemajuan teknologi informasi seperti media sosial, e-commerce, dan adanya fasilitas internet
sehingga dosen magister manajemen dalam hal ini instruktur pelatihan, merasa perlu memberikan pelatihan dan pembelajaran penggunaan sosial media (hinstagram, facebook) untuk memasarkan produk UMKM di Kelurahan Rawa
Buaya. Adapun metode pendekatan yang ditawarkan untuk menyelesaikan persoalan khalayak sasaran yaitu pemilik usaha kerajinan dan makanan serta Ibu-ibu PKK kelurahan Rawa Buaya yaitu (1) Ceramah bervariasi dan Diskusi
Tanya jawab; (2) Demonstrasi. Kegiatan pelatihan yang telah dilaksanakan oleh tim Dosen Magister Manajemen, Universitas Mercubuana menghasilkan data sebagai berikut: (1) mayoritas peserta pelatihan berusia di atas 40 tahun dan berjenis kelamin wanita, memiliki pendidikan SLTP, memiliki usaha yang berjenis makanan dengan nilai omset kurang dari lima juta perbulan serta memiliki jumlah karyawan yang kurang dari lima orang; (2) Mayoritas peserta pelatihan menyatakan pelaksanaan pelatihan ini sangat bermanfaat dan sesuai dengan kebutuhan bisnis mereka saat ini. Disamping itu mayoritas peserta pelatihan sudah memiliki akun di sosial media baik di facebook, twitter, dan instagram, bahkan sudah memiliki banyak follower. Namun mayoritas peserta pelatihan memiliki pengetahuan dan skill yang minim tentang teknik/cara promosi melalui sosial media. Banyak diantara mereka belum mengetahui faktor-faktor penting apa yang mesti diperhatikan dalam mempromosikan produk seperti menentukan segmen pasar, targeting dan positioning; (3) Mayoritas peserta menilai kemampuan instruktur pelatihan, kondisi tempat pelatihan serta ketersediaan konsumsi dinilai sangat baik dan memuaskan
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