Digitalisasi Pemasaran Sebagai Strategi Peningkatan Daya Saing UMKM Kue Kering Djadoel di Desa Panti
DOI:
https://doi.org/10.56347/kjpkm.v5i2.453Keywords:
Marketing Digitalization, MSMEs, Traditional Cookies, Circular Economy, Village EmpowermentAbstract
The Djalin (Djadoel Lintas Digital) Village Program develops the potential of traditional cookies by utilizing digital marketing to empower home-based businesses and support sustainable rural economic development in Panti Village, Panti Subdistrict, Jember Regency. The primary target of the program is traditional cookie producers who still rely on conventional marketing methods and word-of-mouth networks, resulting in limited market reach and customer retention. Participatory methods were implemented through partner needs analysis, solution design, digital marketing training, and program evaluation. The results showed an increase in participants' understanding based on pretest and posttest evaluations, with an average increase of 62.90% (rounded to 63%), where 80% of participants achieved a "high" improvement category. Additionally, the program produced concrete outputs, including strengthened brand identity through logo creation and digital promotional media, as well as enhanced business legality, with 80% of participants obtaining a Business Identification Number (NIB) and a Halal Certificate through intensive mentoring. These improvements demonstrate that the Participatory Action Research (PAR) approach is effective in fostering active partner engagement throughout the business transformation process, transitioning home-based producers from conventional practices toward digital-based MSME management and legal compliance.
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Copyright (c) 2026 Indah Purnamawati, Yosefa Sayekti, Ririn Irmadariyani, Bunga Mahari, Aisa Tri Agustini, Akbar Fathoni Husena, Artika Cindy Agustin, Bunga Navira, Kamalia Azzahrah Aushafi (Author)
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