PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN
Abstract - Digital marketing strategies are crucial factors in improving the competitiveness of MSMEs in the era of globalization. Dusun Pijenan, a batik producer in Bantul Regency, faces challenges in marketing its products. Reliance on conventional marketing methods has limited the market reach o...
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| Format: | Article |
| Language: | English |
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UIN Sunan Kalijaga LPPM
2025-06-01
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| Series: | Aplikasia |
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| Online Access: | https://ejournal.uin-suka.ac.id/pusat/aplikasia/article/view/4216 |
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| author | Muhammad Sigit Darmawan Aulia Rahma Kusumaningtyas Naufal al-Haq Nisrina Indy Saqifa Nafa Elifah Khairunnisa Dani Darmawan R. Rully Mahendra Dimas Alfandi Fahmi Muharomi Dzikri Adi Putra Nadiva Freya Danella Gunawan Budi Susilo |
| author_facet | Muhammad Sigit Darmawan Aulia Rahma Kusumaningtyas Naufal al-Haq Nisrina Indy Saqifa Nafa Elifah Khairunnisa Dani Darmawan R. Rully Mahendra Dimas Alfandi Fahmi Muharomi Dzikri Adi Putra Nadiva Freya Danella Gunawan Budi Susilo |
| author_sort | Muhammad Sigit Darmawan |
| collection | DOAJ |
| description |
Abstract - Digital marketing strategies are crucial factors in improving the competitiveness of MSMEs in the era of globalization. Dusun Pijenan, a batik producer in Bantul Regency, faces challenges in marketing its products. Reliance on conventional marketing methods has limited the market reach of batik MSMEs in Dusun Pijenan. Currently, 80% of batik MSME sales in Dusun Pijenan rely on resellers, while only 20% come from direct buyers. This situation results in lower selling prices to resellers, thereby limiting business revenue. Therefore, a digital marketing training and mentoring program has been designed to assist batik MSMEs in Dusun Pijenan in optimizing digital technology to enhance market potential and competitiveness. This mentoring activity uses the Participatory Action Research (PAR) method, which directly involves MSME actors in the planning and implementation of digital marketing strategies. Several factors, such as limited technological knowledge, difficulties in managing digital marketing accounts, and a lack of personnel to manage digital platforms, pose challenges that need to be addressed during the mentoring process. The results of the activity showed a significant increase in visibility and customer interaction through the creation of digital marketing platforms, such as Instagram and WhatsApp Business. Additionally, the growth in online visitors from the creation of digital platforms was successfully implemented by the seven batik MSMEs in Dusun Pijenan. This mentoring program demonstrates that digital marketing can enhance the market potential and competitiveness of MSMEs in a sustainable manner.
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| format | Article |
| id | doaj-art-06a4cac6136b463eb3b3fac5c43f35a0 |
| institution | Matheson Library |
| issn | 1411-8777 2598-2176 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | UIN Sunan Kalijaga LPPM |
| record_format | Article |
| series | Aplikasia |
| spelling | doaj-art-06a4cac6136b463eb3b3fac5c43f35a02025-07-17T01:14:38ZengUIN Sunan Kalijaga LPPMAplikasia1411-87772598-21762025-06-0125110.14421/aplikasia.v25i1.4216PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENANMuhammad Sigit Darmawan0Aulia Rahma Kusumaningtyas1Naufal al-Haq2Nisrina Indy Saqifa3Nafa Elifah Khairunnisa4Dani Darmawan5R. Rully Mahendra6Dimas Alfandi7Fahmi Muharomi Dzikri8Adi Putra9Nadiva Freya Danella10Gunawan Budi Susilo11UIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga YogyakartaUIN Sunan Kalijaga Yogyakarta Abstract - Digital marketing strategies are crucial factors in improving the competitiveness of MSMEs in the era of globalization. Dusun Pijenan, a batik producer in Bantul Regency, faces challenges in marketing its products. Reliance on conventional marketing methods has limited the market reach of batik MSMEs in Dusun Pijenan. Currently, 80% of batik MSME sales in Dusun Pijenan rely on resellers, while only 20% come from direct buyers. This situation results in lower selling prices to resellers, thereby limiting business revenue. Therefore, a digital marketing training and mentoring program has been designed to assist batik MSMEs in Dusun Pijenan in optimizing digital technology to enhance market potential and competitiveness. This mentoring activity uses the Participatory Action Research (PAR) method, which directly involves MSME actors in the planning and implementation of digital marketing strategies. Several factors, such as limited technological knowledge, difficulties in managing digital marketing accounts, and a lack of personnel to manage digital platforms, pose challenges that need to be addressed during the mentoring process. The results of the activity showed a significant increase in visibility and customer interaction through the creation of digital marketing platforms, such as Instagram and WhatsApp Business. Additionally, the growth in online visitors from the creation of digital platforms was successfully implemented by the seven batik MSMEs in Dusun Pijenan. This mentoring program demonstrates that digital marketing can enhance the market potential and competitiveness of MSMEs in a sustainable manner. https://ejournal.uin-suka.ac.id/pusat/aplikasia/article/view/4216UMKMPemasaran DigitalBatikDusun PijenanDaya Saing |
| spellingShingle | Muhammad Sigit Darmawan Aulia Rahma Kusumaningtyas Naufal al-Haq Nisrina Indy Saqifa Nafa Elifah Khairunnisa Dani Darmawan R. Rully Mahendra Dimas Alfandi Fahmi Muharomi Dzikri Adi Putra Nadiva Freya Danella Gunawan Budi Susilo PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN Aplikasia UMKM Pemasaran Digital Batik Dusun Pijenan Daya Saing |
| title | PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN |
| title_full | PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN |
| title_fullStr | PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN |
| title_full_unstemmed | PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN |
| title_short | PENDAMPINGAN STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM BATIK DI DUSUN PIJENAN |
| title_sort | pendampingan strategi pemasaran digital untuk meningkatkan daya saing umkm batik di dusun pijenan |
| topic | UMKM Pemasaran Digital Batik Dusun Pijenan Daya Saing |
| url | https://ejournal.uin-suka.ac.id/pusat/aplikasia/article/view/4216 |
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