DIGITALISASI PROMOSI UMKM BATIK TULUNGAGUNG: PELATIHAN STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING PRODUK LOKAL

Abstract

This community service activity aims to enhance the capacity of batik MSMEs in Kedungwaru District, Tulungagung Regency, to utilize digital technology for product promotion and marketing. The primary challenges faced by the partners include limited understanding and skills regarding brand building, promotional content creation, and the optimization of social media and online marketplaces. The activity employed a Participatory Action Research (PAR) approach, comprising stages of problem and needs identification, collaborative action planning, training and practical application, as well as evaluation, reflection, and follow-up. The training focused on strengthening product branding, creating digital promotional content, leveraging social media, and optimizing marketplace presence. The results indicate an improvement in participants' understanding and skills in implementing digital promotion strategies. Participants were able to develop business identities, showcase products with more attractive visuals, draft informative product descriptions, and begin utilizing social media and marketplaces as marketing channels. Implementing digital promotion strategies tailored to local potential enhanced the digital readiness and capacity of the MSMEs, facilitating a shift from conventional to digital-based marketing. This initiative contributes to strengthening the competitiveness and marketing independence of batik MSMEs while supporting the sustainability of the local creative economy. Continued guidance is required to ensure the consistent and sustainable implementation of digital promotion efforts.