Pengembangan UMKM di Kelurahan Tlogopatut Melalui Pemasaran Digital
Keywords:
Pemasaran digital, Kesadaran merek, Niat beli, Media sosial Optimasi mesin pencari (SEO)Abstract
Artikel ini merupakan hasil pengabdian kepada masyarakat di Kelurahan Tlogopatut Kabupaten Gresik yang berfokus pada upaya peningkatan kesadaran merek dan daya saing UMKM melalui strategi pemasaran digital. Salah satu UMKM yang didampingi adalah BonaSSa Collection, bisnis fashion Muslim yang memiliki potensi besar namun menghadapi tantangan dalam pemasaran digital. Selama empat bulan, program ini mengidentifikasi kebutuhan pemasaran dan merancang strategi digital berbasis media sosial serta optimasi mesin pencari (SEO). Hasilnya menunjukkan bahwa pendekatan pemasaran digital yang tepat dapat meningkatkan keterlibatan konsumen dan daya saing UMKM di pasar lokal.
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