Peningkatan Visibilitas Bisnis, Pemasaran Media Sosial, dan Pembukuan Digital UMKM
Authors
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Rahmanita Vidyasari
Politeknik Negeri Jakarta
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Desyria Pratiwi
Politeknik Negeri Jakarta
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Heidy Puspa Alyssa
Politeknik Negeri Jakarta
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Nilam Cahya
Politeknik Negeri Jakarta
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Nashwa Alia Aghna
Politeknik Negeri Jakarta
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Arif Hafiidh Tajuddin
Politeknik Negeri Jakarta
DOI:
https://doi.org/10.36312/0zz8em66Keywords:
UMKM, Google Business Profile (GBP), Media Sosial, Pembukuan Digital, ABCD, BogorAbstract
Transformasi digital menjadi kebutuhan strategis bagi Usaha Mikro, Kecil, dan Menengah (UMKM) untuk menjaga keberlangsungan usaha di tengah ekonomi berbasis teknologi. Kegiatan pengabdian masyarakat ini bertujuan meningkatkan kapasitas digital UMKM melalui pelatihan optimalisasi Google Business Profile, pemasaran media sosial, dan pembukuan digital. Program dilaksanakan selama dua bulan di Kabupaten Bogor dengan rangkaian kegiatan berupa pelatihan tatap muka, praktik langsung, serta pendampingan intensif kepada pelaku UMKM dalam mengimplementasikan materi yang diberikan. Pendekatan Asset-Based Community Development (ABCD) digunakan untuk memaksimalkan pemanfaatan aset komunitas yang telah dimiliki sehingga dapat mendukung peningkatan daya saing dan keberlanjutan usaha. Google Business Profile dimanfaatkan untuk memperkuat visibilitas dan aksesibilitas informasi usaha, sementara strategi pemasaran digital difokuskan pada penggunaan media sosial dan platform e-commerce untuk memperluas jangkauan pasar. Pembukuan digital diperkenalkan sebagai alat yang membantu UMKM mencatat transaksi secara akurat dan memantau kondisi keuangan secara lebih teratur. Hasil evaluasi menunjukkan adanya peningkatan kemampuan peserta berdasarkan perbandingan skor pre-test dan post-test. Skor rata-rata pada domain Penggunaan Teknologi Marketing meningkat dari 10,47 menjadi 14,47; domain Penerapan Digital Marketing meningkat dari 6,93 menjadi 14,37; dan domain Keberhasilan Usaha meningkat dari 7,10 menjadi 14,90. Peningkatan ini menunjukkan potensi kontribusi program dalam memperkuat kesiapan dan kapasitas digital UMKM, meski verifikasi jangka panjang masih diperlukan untuk menilai keterkaitannya dengan performa dan pertumbuhan usaha secara berkelanjutan.
Digital Capacity Building for MSMEs through Business Visibility, Social Media Marketing, and Digital Bookkeeping
Abstract
Digital transformation has become a strategic necessity for Micro, Small and Medium Enterprises (MSMEs) to survive and compete in the technology-based economic era. This community service activity aims to increase the digital capacity of MSMEs through training on optimizing Google Business Profile, social media marketing, and digital bookkeeping. The implementation method uses the Asset-Based Community Development (ABCD) approach in developing MSMEs in Bogor Regency, focusing on strengthening assets that are already owned by the community to increase competitiveness and business sustainability, as well as direct assistance to MSME actors in the target area. Google Business Profile is used to improve visibility and accessibility of business information in search engines, while digital marketing strategies emphasize the use of social media and e-commerce platforms to expand market reach efficiently. Digital bookkeeping is introduced to help MSMEs record transactions accurately, monitor cash flow, and make data-based decisions. The results of the pre-test and post-test evaluation show a significant increase in participants' understanding of the use of digital technology in business operations. The average pre-test score for the Marketing Technology Usage domain was 10.47, increasing to 14.47 in the post-test. For the Digital Marketing Implementation domain, it increased from 6.93 to 14.37, and for the Business Success domain, it increased from 7.10 to 14.90. The implementation of this strategy is expected to encourage business growth, strengthen competitiveness, and foster MSME sustainability amid digital economic development.
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References
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Copyright (c) 2026 Rahmanita Vidyasari, Desyria Pratiwi, Heidy Puspa Alyssa, Nilam Cahya, Nashwa Alia Aghna, Arif Hafiidh Tajuddin
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