Pemanfaatan Digital Marketing dan Media Sosial sebagai Strategi Pemasaran Produk UMKM Getuk di Desa Paya Bagas

Abstract

Micro, Small, and Medium Enterprises (MSMEs) contribute significantly to local economic activities, but many micro businesses still rely on direct marketing and have not optimized social media for promotion. This community service activity was conducted for Getuk Lindri MSME in Paya Bagas Village, Tebing Tinggi District, to improve the partner’s ability to utilize digital marketing and social media as product marketing strategies. The activity applied a participatory approach through observation, training, practice, mentoring, and evaluation. The training covered digital marketing concepts, social media management, product photography, caption creation, product information, and consumer communication. The results showed increased knowledge and skills of the business partner in using social media to promote products, display products, provide price and ordering information, and interact with consumers. The activity also encouraged improvements in product packaging and digital content consistency. Social-media-based marketing provides opportunities to expand product information and market reach. Sustainable implementation requires consistency, production readiness, inventory management, cost control, product quality, and customer service. The activity demonstrates that training and mentoring can strengthen MSME marketing capacity and support local business development.