PENGUATAN KAPASITAS GASTRODIPLOMASI UMKM E-COMMERCE DI KABUPATEN GARUT MELALUI THE BRANDING CANVAS
DOI:
https://doi.org/10.24127/sss.v9i1.4014Abstract
Analisis situasi menunjukkan UMKM di Kabupaten Garut masih memerlukan pendampingan dalam memasarkan produk yang telah dikembangkan. Usaha Mikro, Kecil, dan Menengah (UMKM) dilihat sebagai usaha yang paling bisa bertahan dalam segala kondisi perekonomian nasional. Strategi Branding Pemasaran Digital dibutuhkan untuk meningkatkan penjualan produk rumahan masyarakat desa khususnya Usaha Mikro, Kecil, dan Menengah (UMKM). Sosial media sangat berperan dalam memberikan informasi dan publikasi untuk penjualan barang dan jasa bagi Usaha Mikro, Kecil, dan Menengah (UMKM). Kegiatan pengabdian bertujuan untuk mengedukasi dan memberikan pemahaman tentang pemasaran digital melalui sosial media kepada masyarakat di desa Cisurupan, kecamatan Cisurupan, Kabupaten Garut dan pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). Metode pengabdian dilakukan melalui penyuluhan dan literasi sehingga menarik peserta mengikuti kegiatan secara antusias sampai selesai. Hasil workshop pelatihan Branding E-Commerce dengan Canvas berhasil menarik minat peserta pelatihan dari berbagai latar belakang bisnis, terutama pelaku usaha mikro, kecil, dan menengah atau UMKM Gapura Sigar di kab. Garut yang ingin meningkatkan visibilitas dan branding produk mereka secara online. Pemahaman dan penerapan konsep gastronomi dalam kuliner setelah workshop, terlihat adanya peningkatan yang signifikan dalam pemahaman dan penerapan konsep ini di kalangan peserta workshop terkait pemahaman tentang konsep gastronomi kuliner terjadi peningkatan setengahnya (50%) peserta workshop memahami konsep ini dengan cukup baik. Mayoritas (45%) peserta masuk dalam kategori sudah sangat mengetahui mengenai sejarah dan asal-usul beberapa hidangan tradisional yang ada di Garut.
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