Pengembangan Strategi Pemasaran Berbasis Komunitas bagi Pelaku Usaha Kerajinan Tangan di Desa Situ Gadung Kabupaten Tangerang
DOI:
https://doi.org/10.37481/pkmb.v6i1.1753Keywords:
Community-Based Marketing, Handicraft Entrepreneurs, Empowerment, Participatory Approach, Situ Gadung VillageAbstract
This community service activity was carried out to enhance the marketing capacity of handicraft entrepreneurs in Situ Gadung Village, Tangerang Regency. The background of the program arises from the limited market access and competitiveness of local handicraft products, which rely primarily on conventional sales channels. The main objective of this activity was to improve participants’ knowledge and skills in developing community-based marketing strategies that leverage collaboration and digital platforms. The activity was conducted on November 4–5, 2025, by six lecturers from Universitas Pamulang, with 19 local residents engaged in handicraft trading as participants. The methods of implementation included material presentation, practical exercises, group discussions, and question-and-answer sessions. The PKM process consisted of three stages: preparation, implementation, and reporting. The results indicated that participants gained better understanding of community-based and online marketing strategies, were able to collaboratively create promotional content, and successfully established a small online marketplace network within their community. This activity contributed to empowering local entrepreneurs by fostering participatory approaches and sustainable marketing practices.
References
Abas, T. T., Ridwansyah, R., Lasmiatun, K. M. T., Alfian, A., & Setiawan, Z. (2024). Kelangsungan hidup UMKM di tengah dan pasca pandemi COVID-19: Strategi digital marketing. Jurnal Ilmiah Edunomika, 8(1), 45–59.
Aditya, R. (2024). Perkembangan pemasaran digital dalam UMKM. Jakarta: Penerbit Ilmu Bisnis.
Ariani Permatasari, P., & Choiriyah, S. H. (2024). Penerapan strategi digital marketing pada usaha mikro, kecil, dan menengah (UMKM) Ngaboci. Jurnal Ekonomi Bisnis dan Kewirausahaan, 13(2), 180–190.
Fatimah, N. (2025). Strategi pemasaran dan branding pada UMKM kerajinan tangan di Kabupaten Jember. Jurnal Manajemen dan Pemasaran, 12(1), 45–58.
Gunawan, D. (2024). Pengaruh platform komunitas daring terhadap loyalitas pelanggan UMKM. Jurnal Teknologi dan Bisnis Digital, 7(2), 33–47.
Irawati, T. N., Bulgis, F. M., Arrufaida, Z., Pambudi, A. R., Haris Triyadi, M., & Ayu Nugraheni, D. (2024). Optimalisasi digital marketing UMKM di Kelurahan Kebonsari Jember. Al-Khidmah Jurnal Pengabdian Masyarakat, 4(1), 57–66.
Nur, A., & Fadli, M. (2023). Digital marketing sebagai strategi kompetitif UMKM di Indonesia. Jurnal Ekonomi Digital Indonesia, 5(3), 12–28.
Prajogi, L. (2024). Pemberdayaan masyarakat pada usaha mikro kecil dan menengah (UMKM) melalui pelatihan branding digital marketing (Studi kasus pada pelaku UMKM Kampung Rawajati). Journal of Sustainable Community Development (JSCD), 6(2), 88–100.
Rismayani Deri, R., Dejah Golfantara, M., Azzahra, S., Al-Azka, M. H., & Anam, K. (2025). Peran digital marketing dalam pengembangan usaha berbasis teknologi untuk optimalisasi strategi pemasaran UMKM. JENIUS: Jurnal Terapan Teknik Industri, 6(1), 12–24.
Suherlan, S., & Marjuki, M. (2025). Optimalisasi community-based marketing untuk meningkatkan daya saing UMKM lokal. Jurnal Pemasaran dan Inovasi, 8(1), 66–80.
Susanto, P., & Shiratina, A. (2024). Peran community engagement untuk meningkatkan daya beli masyarakat dan membangun brand image terhadap produk UMKM Hilwah Food. Jurnal Pengabdian kepada Masyarakat Nusantara, 6(3), 55–67.
Telagawathi, I., et al. (2025). Transformasi digital UMKM kerajinan tangan di masa pandemi: Studi kasus Kabupaten Gianyar. Jurnal Ekonomi Kreatif, 10(2), 101–115.
Telagawathi, N. L. W. S., Suci, N. M., & Heryanda, K. K. (2025). Strategi transformasi digital UMKM kerajinan tangan pada masa pandemi COVID-19 di Kabupaten Gianyar, Bali. Jurnal Ilmu Sosial dan Humaniora, 11(2), 101–115.
Zahni, R. (2024). Strategi pemasaran berbasis komunitas untuk meningkatkan brand awareness UMKM di Kota Bandung. Jurnal Bisnis dan Pemasaran, 6(1), 20–35.
