Rini Rachmawati, Lidwina Mutia Sadasri, Anindya Puteri Eka Susilowati, Atalla Rahadewi Neta, Mellinia Ananda, Iclashul Winantya Wicaksana

Penguatan UMKM Melalui Digital Branding, Digital Marketing, dan Literasi Digital Masyarakat untuk Menunjang Pola Wisata Pergi-Pulang Sehari (Excursionist) dan MICE (Meeting-Incentive-Convention-Exhibition) di Kalurahan Sidoarum

Introduction

Penguatan umkm melalui digital branding, digital marketing, dan literasi digital masyarakat untuk menunjang pola wisata pergi-pulang sehari (excursionist) dan mice (meeting-incentive-convention-exhibition) di kalurahan sidoarum. UMKM Sidoarum diberdayakan melalui digital branding, marketing, & literasi untuk menunjang wisata excursionist & MICE. Tingkatkan ekonomi lokal dengan teknologi digital.

Abstract

UMKM merupakan salah satu usaha ekonomi produktif yang berdampak nyata dalam meningkatkan kesejahteraan masyarakat. Kalurahan Sidoarum, Kapanewon Godean, Kabupaten Sleman memiliki potensi di sektor pariwisata dan UMKM dan telah dikukuhkan sebagai Rintisan Desa Budaya oleh Pemerintah Kabupaten Sleman pada tahun 2023. Tingginya potensi UMKM ini membutuhkan peningkatan kesadaran di kalangan pelaku usaha mengenai teknologi digital sebagai sarana pemasaran dan promosi yang efektif. Dengan demikian, perlu adanya penguatan kapasitas digital UMKM, pengembangan ekonomi lokal, peningkatan literasi digital masyarakat, serta upaya mendukung pola wisata pergi-pulang sehari dan kegiatan MICE (Meeting-Incentive-Convention-Exhibition) di Kalurahan Sidoarum. Metode yang digunakan meliputi observasi, pemetaan lokasi UMKM, wawancara, kuesioner, dan diskusi kelompok terarah. Melalui kegiatan ini, dua puluh pengusaha UMKM di Kalurahan Sidoarum telah memperoleh pengetahuan dan keterampilan dalam digital branding, digital marketing, dan literasi digital yang relevan untuk memajukan bisnis mereka di era digital, termasuk Canva, media sosial, dan platform e-commerce. Dampak yang dirasakan pelaku UMKM secara langsung adalah meningkatnya pengetahuan dan pemahaman mengenai pemanfaatan teknologi dalam bisnis UMKM melalui media sosial dan e-commerce beserta strategi pengembangan yang perlu dilakukan. Rencana selanjutnya adalah menyesuaikan materi pelatihan dengan kebutuhan peserta dan memperluas target pengusaha UMKM. Melalui kegiatan ini, diharapkan dapat mengembangkan potensi ekonomi lokal dan sinergi antara sektor pariwisata dan UMKM di Desa Sidoarum.

Review

The paper titled "Penguatan UMKM Melalui Digital Branding, Digital Marketing, dan Literasi Digital Masyarakat untuk Menunjang Pola Wisata Pergi-Pulang Sehari (Excursionist) dan MICE..." addresses a highly pertinent topic concerning the empowerment of Micro, Small, and Medium Enterprises (UMKM) in the digital era. Focusing on Kalurahan Sidoarum, a region recently designated as a 'Rintisan Desa Budaya' with significant tourism and UMKM potential, the study aims to bolster local economic development by enhancing the digital capabilities of local entrepreneurs. The initiative to integrate digital strategies—digital branding, marketing, and literacy—is crucial for leveraging Sidoarum's potential, particularly in supporting excursionist tourism and MICE activities, making this work a timely and practical intervention for community development. The methodology employed, encompassing observation, UMKM mapping, interviews, questionnaires, and Focus Group Discussions (FGDs), appears suitable for understanding local needs and delivering targeted interventions. The abstract reports that twenty UMKM entrepreneurs received practical training in essential digital tools and concepts, including Canva for branding, social media for marketing, and e-commerce platforms. A significant strength of this project is the direct impact reported by participants, who experienced a tangible increase in their knowledge and understanding of how to utilize digital technology for business promotion and development. This practical skill transfer is vital, equipping local businesses with modern tools to enhance their visibility and market reach, thereby contributing to the broader goal of strengthening the local tourism ecosystem. While the abstract effectively outlines the program's objectives, methods, and initial positive outcomes, a full paper would greatly benefit from a more detailed exposition of the tangible, quantifiable results and any challenges encountered. For instance, future reporting should delve deeper into metrics beyond increased knowledge, such as changes in online presence, sales figures, customer reach, or actual collaborations with tourism providers. Furthermore, a discussion on the sustainability of these digital initiatives, the specific strategies for directly linking empowered UMKM with excursionist and MICE patterns, and any identified obstacles during implementation would significantly enrich the findings. Nevertheless, this initiative lays a strong foundation for developing local economic potential and fostering synergy between the tourism sector and UMKM in Sidoarum, making a valuable contribution to applied community development research.

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