Peningkatan Kapasitas UMKM “Sedekat Kopi” melalui Pelatihan Pembuatan Konten Iklan Media Sosial di Kabupaten Jember
DOI:
https://doi.org/10.65244/jgga.v2i1.447Keywords:
konten iklan digital, media sosial, pelatihan UMKM, promosi digitalAbstract
Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas UMKM “Sedekat Kopi” di Kabupaten Jember melalui pelatihan pembuatan konten iklan media sosial. Permasalahan utama mitra meliputi keterbatasan literasi digital, kurangnya keterampilan produksi konten kreatif, serta belum optimalnya pemanfaatan media sosial sebagai sarana promosi. Metode yang digunakan adalah pendekatan edukatif-partisipatif melalui pelatihan dan pendampingan praktik langsung meliputi fotografi produk, pembuatan video promosi, serta penulisan caption persuasif. Data dikumpulkan melalui observasi, dokumentasi, wawancara, dan kuesioner, kemudian dianalisis secara deskriptif kualitatif dan kuantitatif sederhana. Hasil kegiatan menunjukkan adanya peningkatan kompetensi mitra dalam perencanaan konten, teknik fotografi, produksi video pendek, serta penyusunan pesan promosi yang lebih komunikatif. Selain peningkatan keterampilan teknis, kegiatan ini juga meningkatkan kepercayaan diri mitra dalam memproduksi konten iklan secara mandiri. Program ini berkontribusi pada penguatan kapasitas promosi digital UMKM sektor kuliner berbasis kopi dan berpotensi direplikasi pada UMKM sejenis.
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