Model Pendampingan Digital Marketing Berbasis 4P Bagi Pelaku Usaha Kecil Desa Rada
DOI:
https://doi.org/10.57218/jompaabdi.v4i4.2564Keywords:
Digital marketing, Model Pendampingan 4P, Pengabdian kepada masyarakat, Usaha kecilAbstract
Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan kemampuan pelaku usaha kecil di Desa Rada dalam memanfaatkan digital marketing secara sederhana dan kontekstual melalui penerapan Model Pendampingan Digital Marketing 4P. Model ini terdiri atas empat tahapan, yaitu pengenalan, praktik, pendampingan, dan pemantapan, yang dirancang secara bertahap sesuai dengan kondisi dan kebutuhan peserta. Metode pelaksanaan meliputi penyampaian materi dasar, praktik langsung pembuatan konten promosi, pendampingan perbaikan konten, serta penguatan melalui simulasi penerapan mandiri. Hasil kegiatan menunjukkan bahwa peserta mampu memahami alur dasar digital marketing, menghasilkan konten promosi sederhana, serta menunjukkan peningkatan kepercayaan diri dan kesiapan untuk menerapkan pemasaran digital secara mandiri. Pendekatan pendampingan berbasis praktik terbukti lebih efektif dibandingkan pelatihan satu arah karena mendorong keterlibatan aktif dan pembelajaran kontekstual. Kegiatan ini memberikan implikasi positif terhadap pengembangan usaha kecil berbasis produksi lokal dan berpotensi untuk direplikasi pada desa lain dengan karakteristik serupa. Rekomendasi dari kegiatan ini adalah perlunya pendampingan lanjutan dan monitoring berkala guna mendukung keberlanjutan penerapan digital marketing oleh pelaku usaha kecil.
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