PENDAMPINGAN DIGITAL MARKETING UNTUK MENINGKATKAN KOMPETENSI SDM PADA UMKM TOKO ROTI DI KELURAHAN CIGOONG, KECAMATAN WALANTAKA, KOTA SERANG

Rani  Puspa; Angrian  Permana; Ritaju  Arrifkriyani; Latifatul  Muzayyanah; Nazwa  Zakiyah; Muhammad  Farrel; Handini  Apriani; Tita Trismayanti  Rosadi

doi:10.53067/icjcs.v6i3.262

Authors

Rani Puspa Universitas Bina Bangsa
Angrian Permana Universitas Bina Bangsa
Ritaju Arrifkriyani Universitas Bina Bangsa
Latifatul Muzayyanah Universitas Bina Bangsa
Nazwa Zakiyah Universitas Bina Bangsa
Muhammad Farrel Universitas Bina Bangsa
Handini Apriani Universitas Bina Bangsa
Tita Trismayanti Rosadi Universitas Bina Bangsa

DOI:

https://doi.org/10.53067/icjcs.v6i3.262

Keywords:

digital marketing; HR competence; mentoring; MSME; digital transformation., digital marketing; kompetensi SDM; pendampingan; UMKM; transformasi digital.

Abstract

The advancement of digital technology has driven Micro, Small, and Medium Enterprises (MSMEs) to adapt by utilizing digital media for marketing and business development strategies. However, many MSMEs still face challenges in optimizing digital marketing due to limited human resource (HR) competencies particularly regarding social media management, promotional content creation, digital platform utilization, and the implementation of digital payment systems and simple financial record-keeping. This situation applies to Rivana Bakery, an MSME located in Cigoong Village, Walantaka District, Serang City. This community service initiative aims to enhance HR competencies through digital marketing mentoring to support the business's digital transformation. The implementation employs a participatory approach, encompassing the observation and identification of partner needs, the design and implementation of the mentoring program, and subsequent monitoring and evaluation. The mentoring program covers the creation and optimization of Instagram and TikTok accounts for promotion; website development to serve as a digital storefront for product information and transactions; smartphone-based product photography training; promotional content design using Canva; marketing caption drafting; guidance on using QRIS for digital payments; an introduction to simple bookkeeping; and the installation of a business identity banner. Expected outcomes include improved HR competence in utilizing digital technology, the availability of professional digital promotional media, the establishment of a website-based digital storefront, the implementation of a QRIS digital payment system, and enhanced partner capacity for effective business management. This initiative is expected to serve as a practical digital marketing mentoring model for MSMEs, supporting increased competitiveness and business sustainability in the era of digital transformation.

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