PELATIHAN STRATEGI PEMASARAN DIGITAL MUKENA KONVEKSI ROEMAH DIA

Abstrak

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's national economy, not only as employment providers but also as key drivers of community-based economic development. One sector with strong development potential is the garment industry, including mukena (women's prayer attire) production. However, MSMEs in this sector often face significant challenges in formulating and implementing effective marketing strategies. This community service program was conducted to assist Roemah Dia, a local mukena manufacturer, in developing and applying digital marketing strategies to improve sales performance. The program adopted a participatory and applicative approach, beginning with the identification of partner needs through field observations and structured interviews. Findings revealed that the marketing activities were limited to word-of-mouth promotion, lacking structured digital strategies and compelling promotional media. Based on these findings, training materials were designed to address two key areas: (1) understanding market segmentation, targeting, and positioning (STP); and (2) optimizing social media as promotional tools, particularly Instagram Business and WhatsApp Business. Training sessions were conducted online using Zoom, followed by guided discussions to encourage the development of relevant and practical digital marketing strategies. The discussion outcomes indicated a high level of enthusiasm and understanding from the participants, reflected in the formulation of initial strategies tailored to their business context. This program successfully enhanced the partners' digital marketing competence and is expected to support sustainable business growth. Future programs may consider incorporating hands-on mentoring to strengthen implementation and long-term impact.