Development of Digital Marketing for UMKM Udeng Handicrafts: A Community Empowerment Approach through Digital Innovation
Keywords:
ABCD, Digital Innovation, Marketing, Udeng Craft
Abstract
This community service program aimed to enhance the marketing and economic potential of the Udeng handicraft business in Munung Village, Jatikalen District, Nganjuk Regency. Using the Asset-Based Community Development (ABCD) approach, the project focused on empowering local entrepreneurs by introducing digital marketing strategies, including social media and online shopping platforms. The initiative resulted in increased product sales, with Udeng handicrafts moving from 20 pieces per week to over 40 pieces per week, through both online and offline channels. This paper discusses the methodology, the community's participation, and the significant impact of digital innovation in boosting local businesses.
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References
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Babatunde, G. B., Schmidt, B., Gwelo, N. B., & Akintola, O. (2022). Defining, conceptualising and operationalising community empowerment: a scoping review protocol. In BMJ Open. https://doi.org/10.1136/bmjopen-2021-056152
Bates, D., & Hylton, K. (2021). Asset-based community sport development: putting community first. Managing Sport and Leisure. https://doi.org/10.1080/23750472.2020.1822754
Departemen Pendidikan dan Kebudayaan. (2001). Kamus Besar Bahasa Indonesia. Jakarta: Balai Pustaka.
Dureau, C. (2013). Pembaru Dan Kekuatan Lokal Untuk Pembangunan. TT: Australian Community Development and Civil Society Strengthening Scheme (ACCESS) Phase II.
Dureau, Christopher. (2013). Pembaru dan Kekuatan Lokal untuk Pembangunan, Australian Community Development and Civil Society Strengthening Scheme (ACCESS) Tahap II.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson,J., Wang, Y. (2020). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, (May). https://doi.org/10.1016/j.ijinfomgt.2020.102168.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 15(3). 289–309.
Guba, E.G. & Lincoln, YS. (1985). Effective Evaluation. San Francisco: Jossey-Bass Pub.
Harrison, R., Blickem, C., Lamb, J., Kirk, S., & Vassilev, I. (2019). Asset-Based Community Development: Narratives, Practice, and Conditions of Possibility-A Qualitative Study with Community Practitioners. SAGE Open. https://doi.org/10.1177/2158244018823081
Harrison, R., Blickem, C., Lamb, J., Kirk, S., & Vassilev, I. (2019). Asset-Based Community Development: Narratives, Practice, and Conditions of Possibility—A Qualitative Study With Community Practitioners. SAGE Open. https://doi.org/10.1177/2158244018823081
http://binapemdes.kemendagri.go.id/blog/detil/575-kegiatan-posyandu-dan-manfaatnya-bagi-ibu-dan-anak, diakses pada tanggal 29 Agustus 2023.
https://jatikalen.nganjukkab.go.id/desa/munung/profil/58, diakses pada tanggal 18 Agustus 2023.
https://kikomunal-indonesia.dgip.go.id/jenis/1/ekspresi-budaya tradisional/29084/udeng-pacul-gowang
https://regional.kompas.com/read/2021/08/11/155500678/filosofi-udeng-bukan-sekadar-ikat-kepala-masyarakat-bali?page=all
Huda, Misbahul. Wawancara. Nganjuk, 28 Juli 2023.
Ijazi, Ahmad, Permana, Fadlih Eka, Rizal, M. Syaiful, dkk. (2015). Selimut Wawar Seribu Sungai Tutup Penelusuran Antologi Puisi Esai 2015. Jakarta Selatan: Inspirasi.co PT Cerah Budaya Indonesia.
Julio. Wawancara. Nganjuk, 27 Juli 2023.
Khalid, S., Ahmad, M. S., Ramayah, T., Hwang, J., & Kim, I. (2019). Community empowerment and sustainable tourism development: The mediating role of community support for tourism. Sustainability (Switzerland). https://doi.org/10.3390/su11226248
Larasati, D., & Nazaruddin, M. (2016). Potensi Wisata dalam Pembentukan City Branding Kota Pekanbaru. Jurnal Komunikasi, 10(2), 99–116. https://doi.org/10.20885/komunikasi.vol10.iss2.art1/
Maulana, Mirza. (2019). Asset-Bassed Community Development, Volume 4 No 2, Jurnal Pengembangan Masyarakat Islam.
Melo, P., & Alves, O. (2019). Community empowerment and community partnerships in nursing decision-making. In Healthcare (Switzerland). https://doi.org/10.3390/healthcare7020076
Nuseir, M. T., & Aljumah, A. (2020). “The Role of Digital Marketing in Business Performance with the Moderating Effect of Environment Factors among SMEs of UAE”. International Journal of Innovation, Creativity and Change, (3), 310–324.
Portal Kecamatan Jatikalen (nganjukkab.go.id), diakses pada tanggal 24 Agustus 2023.
Riyanti, C., & Raharjo, S. T. (2021). “Asset Based Community Development dalam Program Corporate Social Responsibility (CSR)”, Jurnal Kolaborasi Resolusi Konflik. https://doi.org/10.24198/jkrk.v3i1.32144
Scifo, S. (2015). Technology, Empowerment and Community Radio. Revista_Mídia_e_Cotidiano. https://doi.org/10.22409/ppgmc.v7i7.9754
Shah, R. W., Troester, J. S., Brooke, R., Gatti, L., Thomas, S. L., & Masterson, J. (2018). Fostering eABCD: Asset-based community development in digital service-learning. Journal of Higher Education Outreach and Engagement.
Sianipar, C. P. M., Yudoko, G., Adhiutama, A., & Dowaki, K. (2013). Community Empowerment through Appropriate Technology: Sustaining the Sustainable Development. Procedia Environmental Sciences. https://doi.org/10.1016/j.proenv.2013.02.120
Susanto, A., Agus, A., Handoyo Mulyo, J., & Ikhwan, H. (2022). The Impact of Online Community on Farmer Empowerment: A Technology-to-Performance Chain Approach. International Conference on Information Science and Technology Innovation (ICoSTEC). https://doi.org/10.35842/icostec.v1i1.4
Widiyanto, Joko. (2018). Evaluasi Pembelajaran. Madiun: Universitas PGRI Madiun.
Zhang, L., & Zhao, S. X. (2009). City Branding and the Olympic Effect: A Case Study of Beijing. Cities, 26(5), 245–254. https://doi.org/10.1016/j.cities.2009.05.002
Published
2024-04-30
How to Cite
Umah, Y. C., Masrifatin, Y., Wawoho, I. S., Nurmawati, N., & Jalil, S. A. (2024). Development of Digital Marketing for UMKM Udeng Handicrafts: A Community Empowerment Approach through Digital Innovation. Bisma : Bimbingan Swadaya Masyarakat, 6(1), 27-38. https://doi.org/10.59689/bisma.v3i4.776
Section
Articles
Copyright (c) 2024 Yuli Choirul Umah, Yuni Masrifatin
This work is licensed under a Creative Commons Attribution 4.0 International License.
