Meningkatkan Daya Saing Produsen Batu Bata Desa Jatiagung Melalui Branding, Pemasaran Digital dan Manajemen Produksi
https://doi.org/10.37295/jpdw.v6i3.642
Keywords:
Branding; Pemasaran Digital; Manajemen Produksi; UMKM; Daya SaingAbstract
Desa Jatiagung, Kecamatan Ambarawa, Kabupaten Pringsewu memiliki potensi besar dalam industri batu bata yang dikelola oleh pelaku usaha lokal, salah satunya Bapak Joko Suhendri. Meskipun memiliki pengalaman dan kualitas produksi yang baik, mitra menghadapi kendala dalam aspek branding, pemasaran digital, dan manajemen produksi. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan daya saing usaha melalui pelatihan dan pendampingan dalam strategi branding, pemanfaatan media sosial untuk pemasaran, serta pengelolaan produksi yang efisien. Metode pelaksanaan meliputi observasi lapangan, pelatihan, pendampingan, dan evaluasi melalui pretest dan posttest. Hasil kegiatan menunjukkan peningkatan pemahaman mitra dalam branding dari 20% menjadi 85%, pemasaran digital dari 10% menjadi 90%, serta manajemen produksi dari 25% menjadi 75%. Selain itu, terjadi peningkatan penjualan batu bata sebesar ±20%. Kegiatan ini berhasil meningkatkan kapasitas mitra dalam mengelola usaha secara digital dan profesional, memperkuat posisi usaha di pasar lokal, serta memberikan dampak positif terhadap pemberdayaan ekonomi masyarakat sekitar.
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