Pendampingan Pembuatan Katalog Digital Terintegrasi E-Commerce Untuk Mendorong Brand Exposure Produk Unggulan UMKM BUMDes Lingsar
DOI:
https://doi.org/10.36312/linov.v10i2.2779Keywords:
BUMDes, Katalog, Digital, Brand Exposure, E-CommerceAbstract
BUMDes Lingsar saat ini masih mengalami kesulitan dalam menjaga keberlangsungan produk-produk khas desa, terutama yang dihasilkan oleh kelompok usaha bersama (KUBE) yang digerakan secara mandiri oleh masyarakat. Selain itu, BUMDes Lingsar masih belum memiliki produk unggulan khas desa yang menjadi penciri keunikan desa di pasar digital. Meskipun terkenal dengan beberapa kuliner legendaris seperti ikan bakar Lingsar, namun produk tersebut masih hanya mampu menjangkau pasar lokal. Pengabdian ini bertujuan untuk mendampingi proses penyusunan katalog digital guna meningkatkan brand exposure produk unggulan masyarakat melalui collaborative brand yang nantinya akan digerakan oleh BUMDes Lingsar. Kegiatan ini menyasar 3 KUBE yang memiliki produk khas masing-masing. Metode pelaksanaan dibagi menjadi tiga tahap: pra-pendampingan, pendampingan, dan pasca-pendampingan. Pada tahap pra-pendampingan, dilakukan pengumpulan informasi dari pemangku kepentingan untuk mengkurasi produk-produk yang mencerminkan identitas Desa Lingsar. Pada tahap ini, dikurasi 26 produk yang kemudian dieliminasi menjadi 6 produk unggulan yang memiliki keunggulan unutk menjadi produk penciri desa. Selanjutnya, tahap pendampingan mencakup pelatihan pengambilan foto produk dan penyusunan narasi produk, seperti deskripsi, sejarah, serta dampak sosialnya. Narasi ini digunakan dalam penyusunan katalog digital. Pada tahap pasca-pendampingan, dilakukan monitoring dan evaluasi terhadap efektivitas dan keberlanjutan katalog yang telah dibuat. Hasil akhir dari kegiatan ini adalah terbentuknya E-Katalog produk unggulan Desa Lingsar yang dapat dimanfaatkan BUMDes untuk memperluas pasar melalui strategi branding kolaboratif, serta memperkenalkan produk-produk masyarakat lokal yang dikelola secara profesional.
Facilitation of Integrated E-Commerce Digital Catalog Development to Promote Brand Exposure of Featured MSME Products of BUMDes Lingsar
Abstract
BUMDes Lingsar is currently facing challenges in sustaining the village’s signature products, especially those produced by community-driven Joint Business Groups (KUBE). Additionally, BUMDes Lingsar has yet to establish a flagship product that reflects the village’s unique identity in the digital market. Although known for its legendary culinary offerings such as Lingsar grilled fish, these products still only reach the local market. This community engagement program aims to support the development of a digital catalog to enhance the brand exposure of selected local products through a collaborative branding strategy led by BUMDes Lingsar. The program targets 5 KUBEs, each with its own specialty. Implementation consists of three stages: pre-assistance, assistance, and post-assistance. During the pre-assistance stage, information was gathered from stakeholders to curate products representing Lingsar’s identity. From 26 items, six standout products were selected. The assistance stage involved training in product photography and developing product narratives, including descriptions, history, and social impact, for inclusion in the digital catalog. The post-assistance stage focused on monitoring and evaluating the catalog’s effectiveness and sustainability. The final output is a digital catalog of Lingsar’s flagship products, enabling BUMDes to expand market reach and promote local products through professional and collaborative branding.
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