Strategi Digital Marketing dalam Meningkatkan Multi Player Effect untuk Menambah Kesejahteraan UMKM Ikan Asap

Abstract

In order to enhance public awareness regarding the initiation of entrepreneurial ventures and the establishment of more advanced businesses, it is essential to provide knowledge and understanding of marketing strategies using digital technology, especially in the current phase of economic recovery. Therefore, the workshop titled "Enhancing MSME Management and E-commerce Training to Boost Income for Smoked Fish MSMEs in Sowan Kidul Village" emerges as a community-centric initiative with promising potential for implementation. This workshop represents an innovative way to educate MSME entrepreneurs about strategic approaches and operational management that ensure their competitiveness in the digital landscape. It emphasizes the utilization of social media and digital marketing for business operations. The primary beneficiaries of this program are the Smoked Fish Entrepreneurs in Sowan Kidul Village. The participants encounter challenges such as limited access to raw materials, traditional packaging practices, and a restricted market reach. The main objective of this effort is to empower micro-business collectives engaged in processing and marketing smoked fish. Specific goals include: (1) Enhancing smoked fish packaging presentation, (2) Streamlining financial management practices among partners, and (3) Developing strategies for online market penetration and digital marketing. The methodology employed encompasses interactive discussions, mentoring, information dissemination, and training sessions. The results obtained indicate an increased consumer interest in smoked fish products attributed to the adoption of new packaging featuring logos and hygienic wrapping. As a consequence, smoked fish products gain a more refined appearance, supported by financial records indicating a rise in production figures for smoked fish following the implementation of the new packaging approach