Peningkatan Kualitas SDM melalui Pelatihan Produksi dan Digital Marketing dengan Metode Learning by Practice di UMKM Desa Gonoharjo

Abstract

Desa Gonoharjo, Kecamatan Limbangan, Kabupaten Kendal, memiliki potensi besar dalam pengembangan usaha mikro, kecil, dan menengah (UMKM) berbasis produk lokal, khususnya kopi. Namun, pelaku UMKM kopi di desa ini masih menghadapi berbagai tantangan dalam aspek softskill, hardskill, dan pemanfaatan teknologi digital. Pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kualitas UMKM kopi melalui pelatihan terintegrasi yang mencakup tiga aspek utama: penguatan softskill kewirausahaan, peningkatan hardskill produksi dan pengemasan kopi, serta optimalisasi digital marketing. Metode yang digunakan meliputi observasi lapangan, pelatihan partisipatif, dan pendampingan langsung kepada pelaku UMKM. Hasil kegiatan menunjukkan peningkatan pemahaman dan keterampilan mitra dalam pengelolaan usaha, mulai dari perencanaan bisnis, peningkatan kualitas produk, hingga promosi digital melalui media sosial dan e-commerce. Selain itu, pelatihan ini juga berhasil menumbuhkan motivasi dan kepercayaan diri pelaku UMKM untuk mengembangkan usahanya secara mandiri dan berkelanjutan. Kegiatan ini diharapkan menjadi langkah awal dalam membangun ekosistem UMKM kopi yang kuat, inovatif, dan berdaya saing tinggi di Desa Gonoharjo.

Improving of Human Resource Quality through Production and Digital Marketing Training using the Learning by Practice Method of MSMEs’ at Gonoharjo Village

Gonoharjo Village, located in Limbangan District, Kendal Regency, has significant potential for developing micro, small, and medium enterprises (MSMEs) based on local coffee products. However, coffee-based MSME actors in the village still face challenges in terms of soft skills, hard skills, and the use of digital technology. This community service program aims to improve the quality and competitiveness of coffee MSMEs through an integrated training approach focusing on three key areas: entrepreneurial soft skills, production and packaging hard skills, and digital marketing optimization. The methods used include field observation, participatory training, and direct mentoring with MSME actors. The results show a significant improvement in participants’ understanding and skills in business planning, product quality enhancement, and digital promotion through social media and e-commerce platforms. Furthermore, the training successfully fostered motivation and self-confidence among MSME actors to independently and sustainably grow their businesses. This initiative is expected to be a starting point for building a strong, innovative, and competitive coffee MSME ecosystem in Gonoharjo Village.