Pemberdayaan Masyarakat Pedesaan melalui Pemasaran Digital: Pelatihan Keterlibatan Masyarakat di Desa Cipeundeuy, Purwakarta

Unang Toto Handiman; Yuliati Yuliati; Duki Adam; Willy Adi Cahya

doi:10.52250/p3m.v10i1.1012

Authors

Unang Toto Handiman Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Purwakarta, Indonesia
Yuliati Yuliati Program Studi Akuntansi, Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Purwakarta, Indonesia
Duki Adam Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Purwakarta, Indonesia
Willy Adi Cahya Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Wibawa Karta Raharja, Purwakarta, Indonesia

DOI:

https://doi.org/10.52250/p3m.v10i1.1012

Keywords:

community empowerment, digital literacy, digital marketing, marketplace training, rural entrepreneurship

Abstract

This community engagement initiative aims to enhance digital marketing capabilities among rural micro-entrepreneurs in Cipeundeuy Village, Bojong Subdistrict, Purwakarta Regency. The village holds significant economic potential through its agricultural products and local crafts, yet limited digital literacy and conventional marketing approaches have hindered the competitiveness of its micro, small, and medium enterprises (MSMEs). This activity documents a participatory and educational training designed to build practical skills in digital marketing, product packaging, and e-marketplace utilization—specifically through the Shopee platform. The training employed a three-phase approach: conceptual training on digital marketing and branding, basic business planning using SWOT analysis and STP strategies, and hands-on sessions on account creation, visual product design, and content promotion using social media and marketplace tools. Findings indicate a significant increase in participants’ awareness of digital tools, confidence in online engagement, and initial application of marketing strategies tailored to rural business contexts. The intervention also fostered community collaboration, peer-learning dynamics, and a shift toward entrepreneurial self-reliance. Furthermore, this study highlights the critical role of higher education institutions in supporting Indonesia’s national digital literacy movement by bridging knowledge gaps between urban and rural economic actors. The training’s outcomes suggest that capacity-building efforts in digital literacy can act as a catalyst for inclusive economic transformation and sustainable rural development. Future programs should integrate continuous mentoring and digital ecosystem support to ensure long-term impact. This project demonstrates a replicable model for community empowerment through digital marketing training in other underdeveloped rural areas.

Keywords: Community empowerment, digital literacy, digital marketing, marketplace training, rural entrepreneurship.

Abstrak

Inisiatif pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pemasaran digital di kalangan pelaku usaha mikro di Desa Cipeundeuy, Kecamatan Bojong, Kabupaten Purwakarta. Meskipun desa ini memiliki potensi ekonomi yang besar melalui produk pertanian dan kerajinan lokal, rendahnya literasi digital serta pendekatan pemasaran yang masih konvensional telah membatasi daya saing UMKM di wilayah tersebut. Kegiatan ini mendokumentasikan pelaksanaan lokakarya partisipatif dan edukatif yang dirancang untuk membekali peserta dengan keterampilan praktis dalam pemasaran digital, pengemasan produk, serta pemanfaatan e-marketplace khususnya melalui platform Shopee. Lokakarya dilaksanakan melalui tiga tahap: pelatihan konseptual tentang pemasaran digital dan branding, perencanaan bisnis dasar menggunakan analisis SWOT dan strategi STP, serta sesi praktik langsung pembuatan akun, desain visual produk, dan promosi konten melalui media sosial dan marketplace. Hasil kegiatan menunjukkan peningkatan signifikan dalam pemahaman peserta terhadap alat digital, kepercayaan diri dalam interaksi daring, serta penerapan awal strategi pemasaran digital yang relevan dengan konteks bisnis pedesaan. Selain itu, intervensi ini berhasil mendorong kolaborasi komunitas, pembelajaran antarsesama, dan peningkatan kemandirian kewirausahaan. Kegiatan ini juga menegaskan peran strategis perguruan tinggi dalam menjembatani kesenjangan literasi digital antara wilayah perkotaan dan pedesaan dalam kerangka Gerakan Nasional Literasi Digital. Temuan menunjukkan bahwa pembangunan kapasitas digital memiliki potensi sebagai katalis transformasi ekonomi yang inklusif dan berkelanjutan di wilayah perdesaan. Kegiatan ini menawarkan model pemberdayaan masyarakat yang dapat direplikasi di daerah tertinggal lainnya melalui pelatihan pemasaran digital yang terstruktur dan aplikatif.

Kata kunci: Literasi digital, pemberdayaan masyarakat, pemasaran digital, pelatihan e-marketplace umkm pedesaan.

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