TRANSFORMATION FROM TRADITIONAL TO DIGITAL MARKETING THROUGH INNOVATION SOCIALIZATION IN MARKETING FOR RURAL COFFEE MSMES IN ULU BELU
DOI:
https://doi.org/10.37397/hdc.v1i1.1333Keywords:
UMKM kopi, pemasaran digital, inovasi marketing, pengabdian masyarakat, ekonomi perdesaanAbstract
Rural coffee MSMEs in Ulu Belu District, Tanggamus Regency, are still predominantly characterized by traditional marketing practices that rely on direct sales and local networks, resulting in limited market access and suboptimal product value addition. The development of digital technology presents a strategic opportunity for coffee MSMEs to expand market reach, enhance competitiveness, and build local product brand identity. This Community Service Program aims to encourage the transformation from traditional to digital marketing through the socialization of marketing innovation among rural coffee MSMEs in Ulu Belu.
The program methods include socialization of digital marketing concepts, training on the use of social media as a promotional tool, introduction to branding and product packaging strategies, and mentoring in the creation of digital marketing content. The activities are carried out in a participatory manner by directly involving coffee MSME actors. The expected outcomes include increased knowledge and skills of MSME actors in implementing digital marketing, the establishment of local coffee brand identity, and expanded market access. This program is expected to strengthen (enhance) the competitiveness of MSMEs and promote (foster) sustainable rural economic growth (development).
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