Pelatihan Komunikasi Pemasaran sebagai Media Promosi untuk Produk Usaha Mikro Kecil di Surabaya

Training in Marketing Communication as a Promotional Media for Micro and Small Business Products in Surabaya

Main Article Content

Santirianingrum Soebandhi
Wahyudiono Wahyudiono
Dana Aditya

Abstract

ABSTRACT 

This community service aims to provide training on the use of social media and conventional media to micro and small business actors after the Covid-19 pandemic. This training was attended by 20 participants who live in Surabaya and surrounding areas, especially those engaged in small industrial and craft businesses. When providing practical material using digital-based social media such as the TikTok application, practicality and effectiveness are the main considerations. The training method consists of three stages, namely: a) identifying the characteristics of micro and small business actors, b) designing a training model, and c) carrying out training that includes material on conventional media and social media. The training results showed that participants were very enthusiastic in the marketing communications aspect, especially in the use of social media. This is because marketing is still the main obstacle for micro and small businesses. Understanding social media and using it for business development is a suitable alternative in the current era because social media has a wider scope, is easy to use, and is effective without the limitations of space, time, and place. Therefore, optimizing the use of social media is a step that must be spread on a large scale, so that micro and small businesses can improve customer service, expand product reach, and encourage natural and sustainable marketing growth. 

Keywords: Business; Communication; Growth; Marketing; Media

 

ABSTRAK

Tujuan dari pengabdian kepada masyarakat ini adalah untuk memberikan pelatihan tentang penggunaan media sosial dan media konvensional kepada pelaku usaha mikro kecil setelah pandemi Covid-19. Pelatihan ini diikuti oleh 20 peserta yang berdomisili di Surabaya dan sekitarnya, terutama yang bergerak dalam usaha industri kecil dan kerajinan. Saat memberikan materi praktik menggunakan media sosial berbasis digital seperti aplikasi TikTok, aspek kepraktisan dan efektivitas menjadi pertimbangan utama. Metode pelatihan terdiri dari tiga tahapan, yaitu: a) mengidentifikasi karakteristik pelaku usaha mikro kecil, b) merancang model pelatihan, dan c) melaksanakan pelatihan yang mencakup materi tentang media konvensional dan media sosial. Hasil pelatihan menunjukkan bahwa peserta sangat antusias dalam aspek komunikasi pemasaran, terutama dalam penggunaan media sosial. Hal ini karena pemasaran masih menjadi kendala utama bagi pelaku usaha mikro kecil. Memahami media sosial dan menggunakannya untuk pengembangan usaha menjadi alternatif yang sesuai di era saat ini, karena media sosial memiliki cakupan yang lebih luas, mudah digunakan, dan efektif tanpa terbatas oleh batasan ruang, waktu, dan tempat. Oleh karena itu, optimalisasi penggunaan media sosial menjadi langkah yang harus diperluas secara besar-besaran, sehingga pelaku usaha mikro kecil dapat meningkatkan pelayanan konsumen, memperluas jangkauan produk, dan mendorong pertumbuhan pemasaran secara alami dan berkelanjutan.

Kata kunci: Komunikasi; Media; Pemasaran; Pertumbuhan; Usaha

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How to Cite
Soebandhi, S., Wahyudiono, W., & Aditya, D. (2024). Pelatihan Komunikasi Pemasaran sebagai Media Promosi untuk Produk Usaha Mikro Kecil di Surabaya: Training in Marketing Communication as a Promotional Media for Micro and Small Business Products in Surabaya. IGKOJEI: Jurnal Pengabdian Masyarakat, 5(1), 25–35. Retrieved from https://journal.fapetunipa.ac.id/index.php/igkojei/article/view/443
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