Digitalisasi Pemasaran Umkm Anyaman Bambu Melalui Program KKN Mahasiswa

Abstract

Bamboo weaving Small and Medium Enterprises (SMEs) in Padarincang Village, Serang Regency, Banten face serious challenges in marketing their products broadly. Limited knowledge of digital technology is the main obstacle for craftsmen in competing in the modern marketing era. The Community Service Learning (KKN) program of Universitas Banten students serves as a real solution to assist and empower SME actors through a digital marketing approach. This service activity aims to improve the digital marketing capacity of bamboo weaving SMEs through social media account creation, online stores on marketplaces, and creative content training. The method used is participatory action research (PAR) with an intensive mentoring approach for 45 days. The results showed significant improvements in the digital capabilities of SME actors, including 100% of partners having active Instagram and TikTok Shop accounts, an average revenue increase of 35% in the first two months, and an expanded buyer reach outside Banten Province. This program proves that collaboration between higher education institutions, students, and SMEs through KKN can effectively and sustainably accelerate the digital transformation of small businesses.