Penguatan UMKM Melalui Digital Branding, Digital Marketing, dan Literasi Digital Masyarakat untuk Menunjang Pola Wisata Pergi-Pulang Sehari (Excursionist) dan MICE (Meeting-Incentive-Convention-Exhibition) di Kalurahan Sidoarum

Rini Rachmawati; Lidwina Mutia Sadasri; Anindya Puteri Eka Susilowati; Atalla Rahadewi Neta; Mellinia Ananda; Iclashul Winantya Wicaksana

doi:10.22146/parikesit.v3i1.17408

Rini Rachmawati Faculty of Geography, Universitas Gadjah Mada, Yogyakarta, Indonesia; Center for Southeast Asian Social Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia
Lidwina Mutia Sadasri Faculty of Social and Political Sciences, Universitas Gadjah Mada, Yogyakarta, Indonesia; Center for Southeast Asian Social Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia
Anindya Puteri Eka Susilowati Faculty of Geography, Universitas Gadjah Mada, Yogyakarta, Indonesia
Atalla Rahadewi Neta Faculty of Geography, Universitas Gadjah Mada, Yogyakarta, Indonesia
Mellinia Ananda Center for Southeast Asian Social Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia
Iclashul Winantya Wicaksana Center for Southeast Asian Social Studies, Universitas Gadjah Mada, Yogyakarta, Indonesia

DOI: https://doi.org/10.22146/parikesit.v3i1.17408

Keywords: MSMEs, Technology, Community development, Marketing, Digitalization

Abstract

MSMEs are one of the productive economic businesses that have a real impact in improving community welfare. Sidoarum Village, Godean Subdistrict, Sleman Regency has potential in the tourism and MSME sectors, which has become a Cultural Village Pilot by the Sleman Regency Government in 2023. The high potential of these MSMEs requires an increase in community awareness among business actors regarding digital technology as a means of effective marketing and promotion. Thus, there is a need to strengthen MSME digital capacity, foster local economic development, enhance community digital literacy, and support excursionist tourism patterns and MICE (Meeting-Incentive-Convention-Exhibition) activities in Sidoarum Village. The methods used in this activity include observation, MSME locations mapping, interviews, questionnaires, and Focus Group Discussions (FGD). Through these activities, 20 MSME entrepreneurs in Sidoarum Village have acquired knowledge and skills in digital branding, digital marketing, and relevant digital literacy tools to advance their businesses in the digital era, including Canva, social media, and e-commerce platforms. MSME entrepreneurs are directly impacted by a greater understanding and awareness of how technology is used in small and medium-size enterprises through e-commerce and social media, as well as the strategies for growth that must be implemented. The next plan is to adjust the training materials to the needs of the participants and expand the target MSME entrepreneurs. Through this activity, it is expected to develop local economic potential and synergy between the tourism sector and MSMEs in Sidoarum Village.

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Strengthening MSMEs Through Digital Branding, Digital Marketing, and Community Digital Literacy to Support One-Day Round Trip Tourism Patterns (Excursionist) and MICE (Meeting-Incentive-Convention-Exhibition) in Sidoarum Village

Abstract

References