Penerapan Digital Marketing Dalam Meningkatkan Daya Saing Produk Lokal

Abstract

Research was conducted by students of the 2024 Community Service Program (KKN) at Winaya Mukti University in Cipanjalu Village, Cilengkrang District, Bandung Regency. The implementation of this program is one of the mandatory extracurricular activities for undergraduate students (S-1) at Winaya Mukti University, with a credit weight of SKS. Through this program, students gain learning experiences by engaging directly with the community, identifying, formulating, solving, and addressing problems encountered in the field. The Fourth Industrial Revolution (Industry 4.0) has brought significant changes across various sectors, including the rural economy. Cipanjalu Village, Bandung Regency, holds great potential in agriculture, plantations, and tourism. However, to fully maximize this potential, there is a need for the application of digital marketing to increase awareness outside of Cipanjalu Village, expand market reach, and enhance the competitiveness of local products in the digital era. The digital marketing training program aims to improve the understanding and skills of the Cipanjalu Village community in using digital technology for product marketing. The KKN program was implemented through socialization and training, involving the community directly. It was aimed at improving their understanding of advanced digital technology, which can significantly accelerate business activities in the future. This research was carried out in stages, beginning with the introduction of Digital Marketing to the community as an effort to develop local micro, small, and medium enterprises (MSMEs), followed by training on creating a marketplace, digital payment systems (e-payment) and Google My Business.