Pemberdayaan UMKM Betawi di Kemanggisan Jakarta Barat melalui Inovasi Produk dan Digitalisasi Pemasaran

Abstract

The objective of this community service program is to empower Betawi UMKM in Kemanggisan, West Jakarta, through product innovation and digital marketing. The program aims to improve the quality of local products, introduce digital marketing methods, and expand the market for Betawi SMEs both within and outside Jakarta. Additionally, it aims to enhance the managerial capacity of UMKM owners to run their businesses more efficiently and sustainably. The approach used in this program is Asset-Based Community Development (ABCD). The first phase involves assessing local assets to identify the strengths and challenges faced by Betawi UMKM. The second phase focuses on engaging the community through workshops and focus group discussions to co-create solutions. The third phase includes capacity building through training on product innovation and digital marketing. Finally, the program moves to the implementation of digital marketing strategies, followed by periodic evaluations to assess the impact. The program has led to improved capabilities among UMKM owners in managing products and utilizing digital marketing. Some UMKM have successfully marketed their products on e-commerce platforms and social media, resulting in positive outcomes, such as increased sales. While challenges in managing digitalization remain, the program has successfully expanded market reach and boosted the income of Betawi UMKM.