Pendampingan Umkm dalam Strategi Pemasaran Berbasis Media Sosial di Desa Sabah Balau Kota Bandar Lampung

Abstract

This community service program addresses the challenges faced by micro, small, and medium enterprises (MSMEs) in Desa Sabah Balau, Bandar Lampung, particularly in optimizing their marketing strategies through social media platforms. Many MSMEs have quality products but lack digital marketing skills, resulting in limited market reach and sales. The objective of this program is to enhance the digital marketing capacity of MSME actors by providing structured training and hands-on assistance in managing social media accounts, creating engaging content, and utilizing promotional tools effectively. The method applied involves a phased approach including initial needs assessment through surveys and interviews, followed by training sessions on digital marketing fundamentals, content creation techniques, and social media management. Continuous mentoring and evaluation were conducted to support implementation and improve performance. Data on social media metrics and sales were collected before and after the intervention to measure impact.

The results demonstrate significant improvements in social media presence and marketing activities of the MSMEs. All participating MSMEs established active social media accounts, increased content posting frequency by over 100%, and experienced follower growth ranging from 30% to 60%. Engagement rates nearly doubled, and some MSMEs reported an increase in sales, particularly from online customers previously unreachable through conventional marketing channels. This program confirms that structured and sustained digital marketing support can empower MSMEs to expand their market and improve business performance in the digital era.