PEMANFAATAN POTENSI DIGITAL DALAM PENGEMBANGAN PROMOSI USAHA MIE AYAM GOMBLOH BAROKAH MELALUI INSTAGRAM DI DUKUH NGUDAL, DESA PAGERUKIR

Abstract

Abstract

This community service initiative aims to provide understanding and training to the "Mie Ayam Gombloh Barokah" business—located in Ngudal Hamlet, Pagerukir Village—on leveraging digital potential for sales promotion. The focus is on creating engaging social media content to expand market reach and boost business revenue. The project employs the Asset-Based Community Development (ABCD) method with a qualitative descriptive approach; this strategy prioritizes the partner's existing assets—such as their product, location, and loyal customer base—as the foundation for digital promotion, rather than focusing on problems. Implementation follows the ABCD cycle: *discovery* (exploring business potential through observation and interviews), *dream* (collaboratively defining digital promotion targets), *design* (planning promotional content—photos, videos, and captions—and selecting appropriate platforms), *define/deliver* (creating and uploading content with the partner), and *monitoring and evaluation* (assessing the content's impact on consumer interaction and sales). A participatory approach was adopted, involving field observations, in-depth interviews, focus group discussions (FGD), and collaborative decision-making between the assisting students and the business owner. The results demonstrate an increased understanding by the partner regarding the importance of digital promotional content, the availability of ready-to-use content (photos and videos) for social media, and an increase in consumer interaction and sales potential for the Mie Ayam Gombloh Barokah business in Ngudal Hamlet, Pagerukir Village.

Keywords

Abstrak

     

keywords

Digital Marketing; ABCD Method; Promotional Content; Social Media; Chicken Noodle MSMEs

Inisiatif pengabdian masyarakat ini bertujuan memberikan pemahaman kepada usaha "Mie Ayam Gombloh Barokah"—yang berlokasi di Dusun Ngudal, Desa Pagerukir—mengenai pemanfaatan potensi digital untuk promosi penjualan. Fokus utamanya adalah pembuatan konten media sosial yang menarik guna memperluas jangkauan pasar dan meningkatkan pendapatan usaha. Proyek ini menerapkan metode *Asset-Based Community Development* (ABCD) dengan pendekatan deskriptif kualitatif; strategi ini mengutamakan aset yang sudah dimiliki mitra—seperti produk, lokasi, dan basis pelanggan setia—sebagai landasan promosi digital, alih-alih berfokus pada permasalahan. Pelaksanaannya mengikuti siklus ABCD: *discovery* (menggali potensi usaha melalui observasi dan wawancara), *dream* (menentukan target promosi digital secara kolaboratif), *design* (merancang konten promosi—foto, video, dan takarir—serta memilih platform yang tepat), *define/deliver* (membuat dan mengunggah konten bersama mitra), serta *monitoring and evaluation* (menilai dampak konten terhadap interaksi konsumen dan penjualan). Pendekatan partisipatif diterapkan dengan melibatkan observasi lapangan, wawancara mendalam, diskusi kelompok terarah (FGD), dan pengambilan keputusan bersama antara mahasiswa pendamping dan pemilik usaha. Hasil kegiatan menunjukkan adanya peningkatan pemahaman mitra mengenai pentingnya konten promosi digital, tersedianya konten siap pakai (foto dan video) untuk media sosial, serta peningkatan interaksi konsumen dan potensi penjualan bagi usaha Mie Ayam Gombloh Barokah di Dusun Ngudal, Desa Pagerukir.

     

Pemasaran Digital; Metode ABCD; Konten Promosi; Media Sosial; UMKM Mie Ayam