Enhancing digital marketing of MSMEs through comprehensive photography training in Hendrosari Village, Gresik
Abstract
MSMEs in Hendrosari Village have been struggling with digital marketing due to a lack of expertise in creating compelling visual content, which has led to poor online visibility and stagnating sales. Additionally, these businesses face challenges in keeping up with ever-evolving digital trends, limited access to affordable digital tools, and insufficient training opportunities, further hampering their ability to compete in a growing online marketplace. An extensive photography training program was launched, aimed at equipping 15 MSMEs in Hendrosari Village, the target groups of this service initiative, with essential skills in lighting, composition, and post-processing techniques. This program aims to enhance their visual content creation capabilities, helping them improve their online presence and market competitiveness. The program combined theoretical lessons with hands-on practice, allowing participants to immediately apply what they learned. The community service team conducted observations and interviews before and after the training to assess changes in product photo quality and the impact on sales. The average photo quality assessment score increased from 3 to 4.5. In addition, some participants reported a 15 percent increase in income after learning new photography techniques. Based on the evaluation process, it shows that the photography training has strong potential to improve the competitiveness of MSMEs in Hendrosari village, which can inspire similar programs in other areas.
Keywords
Full Text:
PDFReferences
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008
Alexandra, Y., Rizkalla, N., Choirisa, S. F., & Situmorang, R. (2024). Utilization of e-commerce to increase culinary business opportunities for rural communities. ABDIMAS: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 9(February), 143-153. https://doi.org/10.26905/abdimas.v9i1.12195
Amiri, A. M., Kushwaha, B. P., & Singh, R. (2023). Visualisation of global research trends and future research directions of digital marketing in small and medium enterprises using bibliometric analysis. Journal of Small Business and Enterprise Development, 30(3), 621-641. https://doi.org/10.1108/JSBED-04-2022-0206
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144. https://doi.org/10.1108/APJML-10-2015-0154
Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: Digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76-91. https://doi.org/10.1108/JIBR-05-2022-0129
Jang, S., & Kim, D. (2015). Enhancing ethnic food acceptance and reducing perceived risk: The effects of personality traits, cultural familiarity, and menu framing. International Journal of Hospitality Management, 47, 85-95. https://doi.org/10.1016/j.ijhm.2015.03.011
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531-558. https://doi.org/10.1007/s10796-017-9810-y
Kucharczuk, A. J., Oliver, T. L., & Dowdell, E. B. (2022). Social media’s influence on adolescents′ food choices: A mixed studies systematic literature review. Appetite, 168, 105765. https://doi.org/10.1016/j.appet.2021.105765
Leiwakabessy, T. F., Ikbal, L., Sihasale, J. R., Risambessy, M. S., Samale, L., & Ananda, G. M. C. (2023). Sosialisasi dan pelatihan digital marketing bagi pelaku UMKM Negeri Halong. Pattimura Mengabdi: Jurnal Pengabdian kepada Masyarakat, 1(3), 158-163. https://doi.org/10.30598/pattimura-mengabdi.1.3.158-163
Quenby, C. C., & Ikaningtyas, M. (2023). Penerapan digital marketing sebagai strategi pemasaran pada UMKM Pakan Super Klasik. Jurnal Pengabdian Kepada Masyarakat, 2(2), 90-96. https://doi.org/10.55606/jpkm.v2i2.153
Ridloah, S., Ranihusna, D., Putri, V. W., Noekent, V., & Wulansari, N. A. (2024). Empowering local economic potential post COVID-19 pandemic. ABDIMAS: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 9(1), 154-164. https://doi.org/10.26905/abdimas.v9i1.11601
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 179-203. https://doi.org/10.1108/JRIM-04-2018-0062
Rosário, A. T., & Dias, J. C. (2023). Marketing strategies on social media platforms. International Journal of E-Business Research, 19(1), 1-25. https://doi.org/10.4018/IJEBR.316969
Setiowati, R., Hartoyo, Daryanto, H. K., & Arifin, B. (2015). The effects of ICT adoption on marketing capabilities and business performance of Indonesian SMEs in the fashion industry. Journal of Business and Retail Management Research (JBRMR), 10(1), 100-115. https://doi.org/10.24052/JBRMR/206
Setiyoko, A., Lestari, R. D., & Wulandari, I. (2023). Improving the diversification of herbal pastries and digital marketing applications to increase product sales. ABDIMAS: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 8(4), 610-619. https://doi.org/10.26905/abdimas.v8i4.11286
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651. https://doi.org/10.1108/JSBED-05-2013-0073
Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram. International Journal of Sports Marketing & Sponsorship, 20(2), 321-332. https://doi.org/10.1108/IJSMS-04-2018-0028
Townsend, C., & Kahn, B. E. (2014). The “Visual Preference Heuristic”: The influence of visual versus verbal depiction on assortment processing, perceived variety, and choice overload. Journal of Consumer Research, 40(5), 993-1015. https://doi.org/10.1086/673521
Widyo, N. A., Natasya, I. A., & Prasetyo, S. I. (2023). MSMEs go digital: Marketing assistance for batik tulis products through e-commerce. Journal of Community Service and Empowerment, 4(2), 242-248. https://doi.org/10.22219/jcse.v4i2.26261
DOI: https://doi.org/10.26905/abdimas.v9i3.13539
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indexing by
Index Copernicus International (ICI)
Tools:
Supported By:
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Mailing Address: Address: Jl. Terusan Raya Dieng No. 62-64, Malang, Indonesia, 65146 Phone/Fax: +62341-5080008 Email: [email protected]
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. |