PENGUATAN PEMASARAN DIGITAL UMKM PRO FARM MELALUI SOSIALISASI, PELATIHAN, DAN MARKETPLACE ONLINE
Abstract
Pro Farm, a producer of goat-manure organic fertilizer in Dringu, Probolinggo, faces marketing constraints due to reliance on offline sales and local promotions. This community program aims to strengthen competitiveness through a simple, measurable, capacity-fit digital marketing rollout. The intervention comprised three stages: (1) socialization to align understanding, select priority channels (Instagram, Shopee, Tokopedia, Lazada), and set performance indicators; (2) training on promotional content and account management—product photography, short video, copywriting, scheduling, and responsive service; and (3) assisted setup of social media and online stores, including storefront curation, product descriptions, reply templates, and daily operating procedures. Results indicate improved organizational readiness: objectives, posting cadence, content pillars, and style standards were agreed; an active Instagram account and marketplace shops present clear information with consistent calls to action; the service flow from comments to chat to checkout was shortened; and weekly metric tracking began (follower growth, reach, storefront visits, chat–order ratio, review quality). Findings emphasize that digital adoption depends less on budget and more on consistent execution, continuous learning, and role governance. Recommended next steps include strengthening social proof, optimizing keywords, testing content variants, fostering local collaborations, and securing accounts via two-factor authentication and access management. The three-stage model is replicable for agribusiness MSMEs with local adaptations, enabling market expansion, revenue growth, and business sustainability, grounded in field data and customer needs.
References
Abayneh, S., Lempp, H., Kohrt, B. A., Alem, A., & Hanlon, C. (2022). Using Participatory Action Research to Pilot a Model of Service User and Caregiver Involvement in Mental Health System Strengthening in Ethiopian Primary Healthcare: A Case Study. International Journal of Mental Health Systems, 16(1). https://doi.org/10.1186/s13033-022-00545-8
Amiri, A. M., Kushwaha, B. P., & Singh, R. K. (2023). Visualisation of Global Research Trends and Future Research Directions of Digital Marketing in Small and Medium Enterprises Using Bibliometric Analysis. Journal of Small Business and Enterprise Development, 30(3), 621–641. https://doi.org/10.1108/JSBED-04-2022-0206
Amoah, J., Belás, J., Khan, K. A., & Metzker, Z. (2021). Antecedents of Sustainable SMEs in the Social Media Space: A Partial Least Square-Structural Equation Modeling (PLS-SEM) Approach. Management & Marketing, 16(1), 26–46. https://doi.org/10.2478/mmcks-2021-0003
Asnawiyah, A., Kapriani, K., Basar, N. F., Nurjaya, N., Hariyanti, H., Aisyah, N., & Anggraeni, D. (2022). Sosialisasi Strategi Pemasaran Usaha Mikro Kecil Dan Menengah Di Era Digitalisasi. Jurnal Kreativitas Pengabdian Kepada Masyarakat (Pkm), 5(9), 2993–3001.https://doi.org/10.33024/jkpm.v5i9.6780
Bèzes, C. (2024). Small Independent Retailers: Digitalize or Disappear? An empirical Study Based on Dynamic Capabilities. International Journal of Retail & Distribution Management, 52(10/11), 1020–1037. https://doi.org/10.1108/IJRDM-10-2023-0630
Bismo, A., Halim, W., & Erwinta, M. A. (2021). Knowledge Management Strategy, Innovation, and Performance in Small Business Enterprise in Indonesia. The Winners, 22(1). https://doi.org/10.21512/tw.v22i1.7045
Budianto, G. (2022). Data Warehouse Modeling Using Online Analytical Processing Approach. Jima-Ilkom, 1(1), 7–13. https://doi.org/10.58602/jima-ilkom.v1i1.2
Camilleri, M. A. (2019). The SMEs’ Technology Acceptance of Digital Media for Stakeholder Engagement. Journal of Small Business and Enterprise Development, 26(4), 504–521. https://doi.org/10.1108/JSBED-02-2018-0042
Chodak, G. (2020). The Problem of Shelf-Warmers in Electronic Commerce: A Proposed Solution. Information Systems and E-Business Management, 18(2), 259–280. https://doi.org/10.1007/s10257-020-00473-5
Chornous, G., & Fareniuk, Y. (2023). Marketing Mix Modeling of Traffic to the Store Under the Covid-19 Crisis. Kne Social Sciences. https://doi.org/10.18502/kss.v8i1.12660
Daga, R., Karim, A., Nawir, F., Lutfi, A., & Jumady, E. (2024). Analysis of Social Media Marketing Technology and Online-Based Consumer Purchase Interest in South Sulawesi. Qas, 25(199). https://doi.org/10.47750/QAS/25.199.36
Dhungana, D. P. (2024). Impact of Digital Marketing on Business Performance of Small and Medium Businesses in Birendranagar, Surkhet. J. Nep. Mgt. & Res., 6(1), 198–209. https://doi.org/10.3126/jnmr.v6i1.72097
Eid, R., Abdelmoety, Z. H., & Agag, G. (2019). Antecedents and Consequences of Social Media Marketing Use: An Empirical Study of the UK Exporting B2B SMEs. Journal of Business and Industrial Marketing, 35(2), 284–305. https://doi.org/10.1108/JBIM-04-2018-0121
Farias, A. R., Simão, C., & Reis, J. (2022). Expressions of Gratitude Applied to Business: A Lesson for Managing Online Reviews. Human Behavior and Emerging Technologies, 2022, 1–5.https://doi.org/10.1155/2022/5353185
Freebairn, L., Song, Y. J. C., Occhipinti, J., Huntley, S., Dudgeon, P., Robotham, J., … Hickie, I. B. (2022). Applying Systems Approaches to Stakeholder and Community Engagement and Knowledge Mobilisation in Youth Mental Health System Modelling. International Journal of Mental Health Systems, 16(1). https://doi.org/10.1186/s13033-022-00530-1
Gamage, N. P. (2023). A Study of Barriers to Initial and Post E-Commerce Adoption Among Small Businesses in Sri Lanka. European Journal of Economics, 3(2), 27–42. https://doi.org/10.33422/eje.v3i2.509
Gaos, A. S., Eriswanto, E., & Indrawan, A. (2022). Analysis of Jekdes Online Transportation Application System in Increasing Sales Profit of Jekdes Business Partners in Region 6 Sukabumi Regency. Jasa (Jurnal Akuntansi Audit Dan Sistem Informasi Akuntansi), 6(1), 44–54. https://doi.org/10.36555/jasa.v6i1.1687
Gillespie, R., DeWitt, E., Trude, A., Haynes‐Maslow, L., Hudson, T., Steeves, E. A., … Gustafson, A. (2022). Barriers and Facilitators of Online Grocery Services: Perceptions From Rural and Urban Grocery Store Managers. Nutrients, 14(18), 3794. https://doi.org/10.3390/nu14183794
Goyeneche, D. (2022). Predicting Profitability of Neighbourhood Stores in Colombia. Rev. Integr. Bus. Econ. Res., 11(2). https://doi.org/10.58745/riber_11-2_1-24
He, W., Wang, F., Chen, Y., & Zha, S. (2015). An Exploratory Investigation of Social Media Adoption by Small Businesses. Information Technology and Management, 18(2), 149–160. https://doi.org/10.1007/s10799-015-0243-3
Indriawati, M. L., & Hasbi, I. (2023). Strategy for Development of Istiqomah Poterry SMEs in Paseban Village Using the Smart Business Map. Kontigensi Jurnal Ilmiah Manajemen, 11(1), 44–51.https://doi.org/10.56457/jimk.v11i1.314
Inkaew, A., Kanittinsutitong, N., Thepburi, S., Angboonta, P., Chansang, T., Rianto, B., & Phokawattana, O. (2023). Exploring Success Factors as an Online Solopreneur: a Case Study in Nakhon Si Thammarat, Thailand. Asia Social Issues, 17(4), e264420. https://doi.org/10.48048/asi.2024.264420
Jorge, L. F., Mosconi, E., & Santa-Eulália, L. A. d. (2022). Enterprise Social Media Platforms for Coping With an Accelerated Digital Transformation. Journal of Systems and Information Technology, 24(3), 221–245.https://doi.org/10.1108/JSIT-08-2021-0154
Kaukab, M. E., & Aryanto, V. D. W. (2020). Foreign Direct Investment and the Performance of Indonesian Marketplace E-Commerce Corporation: An Application of Network, Ownership, Location and Internalisation Framework. Malaysian Management Journal, 24. https://doi.org/10.32890/mmj.24.2020.11089
Kemp, E., Porter, M., Anaza, N. A., & Min, D. (2021). The Impact of Storytelling in Creating Firm and Customer Connections in Online Environments. Journal of Research in Interactive Marketing, 15(1), 104–124. https://doi.org/10.1108/JRIM-06-2020-0136
Klepek, M., & Kvíčala, D. (2022). How Do E-Stores Grow Their Market Share? Marketing Intelligence & Planning, 40(8), 945–957. https://doi.org/10.1108/MIP-04-2022-0170
Knösel, C. T., Cheng, C. C., & Shiu, E. (2024). Exploring Social Media Use in Cross‐Border E‐Commerce and the Internationalization Process: A Comparative Study of Cross‐Country and Firm Size. Thunderbird International Business Review, 67(2), 257–283. https://doi.org/10.1002/tie.22424
Lages, L. F., Catarino, N., Gomes, E., Toh, P., Reis-Marques, C., Mohr, M., … Schmidt, G. (2023). Solutions for the Commercialization Challenges of Horizon Europe and Earth Observation Consortia: Co-Creation, Innovation, Decision-Making, Tech-Transfer, and Sustainability Actions. Electronic Commerce Research, 23(3), 1621–1663. https://doi.org/10.1007/s10660-023-09675-8
Lamberton, C., & Stephen, A. T. (2016). A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution From 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Lewnes, A. (2020). Commentary: The Future of Marketing Is Agile. Journal of Marketing, 85(1), 64–67. https://doi.org/10.1177/0022242920972022
Lukitaningsih, A., Fadhilah, M., & Kusumawardhani, R. (2024). Drivers of Social Media Marketing Adoption and Performance Impacts on Indonesian SMEs: An Integrated TAM, RDT, and TOE Framework. Journal of Ecohumanism, 3(8). https://doi.org/10.62754/joe.v3i8.4963
Mahadew, A., & Hlalele, D. (2022). Challenging Gender Certainties in Early Childhood Care and Education: A Participatory Action Learning and Action Research Study. Educational Research for Social Change, 11(1), 10–26. https://doi.org/10.17159/2221-4070/2022/v11i1a2
Maharjan, R., Danuwar, R. K., Kayestha, M., Dhakal, A., Baral, D. K., Rajopadhyaya, A., … Timalsina, D. P. (2024). Measuring the Effects of Entrepreneurial Orientation on Social Media Adoption and SME’s Performance in Kathmandu Valley: Evidence From Structural Equation Modeling Using Smart PLS 4.0. Economic Journal of Development Issues, 37(1), 27–47. https://doi.org/10.3126/ejdi.v37i1.63914
Malesev, S., & Cherry, M. (2021). Digital and Social Media Marketing - Growing Market Share for Construction SMEs. Construction Economics and Building, 21(1). https://doi.org/10.5130/AJCEB.v21i1.7521
Mohebbi-Dehanvi, Z., Hajihashemi, M., & Kohan, S. (2023). Promoting the Participation of Low-Risk Pregnant Women in the Child Birth Process by Developing a Birth Plan: The Protocol of an Action Research Study. Journal of Education and Health Promotion, 12(1). https://doi.org/10.4103/jehp.jehp_1039_22
Muffee, V. W. (2021). The Effects of Inventory Management on the Performance of Pharmaceutical Shops in the Buea Municipality of Cameroon. International Journal of Social Science and Economic Research, 6(1), 148–186. https://doi.org/10.46609/IJSSER.2021.v06i01.011
Nali, M., Purushothaman, V., Li, J., & Mackey, T. K. (2022). Characterizing California Licensure Status and Tobacco User Experience With Adverse Events Using Yelp Data. Preventive Medicine Reports, 26, 101720. https://doi.org/10.1016/j.pmedr.2022.101720
Nugroho, D., & Angela, P. (2024). The Impact of Social Media Analytics on SME Strategic Decision Making. Iaic Transactions on Sustainable Digital Innovation (Itsdi), 5(2), 169–178. https://doi.org/10.34306/itsdi.v5i2.664
Nurjanah, N., Wahyuningsih, S., Nadya, V. T. N. V. T., & Melati, E. P. M. E. P. (2023). Digital Marketing : Kegiatan Pemasaran Atau Promosi Brand Produk Melalui Internet Atau Media Sosial. Jurnal Daya-Mas, 8(1), 8–12. https://doi.org/10.33319/dymas.v8i1.101
Odoom, R., Anning‐Dorson, T., & Acheampong, G. (2017). Antecedents of Social Media Usage and Performance Benefits in Small- And Medium-Sized Enterprises (SMEs). Journal of Enterprise Information Management, 30(3), 383–399. https://doi.org/10.1108/JEIM-04-2016-0088
Öztürk, R., & DÜNDAR, A. O. (2020). Online Alışveriş Hizmetlerinin Müşteri Memnuniyeti Üzerindeki Etkisi: İade Yönetiminin Aracılık Rolü. European Journal of Science and Technology, 539–548. https://doi.org/10.31590/ejosat.737749
Pavithra, S., Mazumder, A., Dharani, V., Hiremath, S. R. R., & Vaidya, R. U. (2024). Perception of Community Pharmacy Owners Regarding Online and Chain Pharmacy Services. Journal of Community Pharmacy Practice, (41), 21–33. https://doi.org/10.55529/jcpp.41.21.33
Pellegrino, A., & Abé, M. (2023). Leveraging Social Media for SMEs: Findings From a Bibliometric Review. Sustainability, 15(8), 7007. https://doi.org/10.3390/su15087007
Pujianto, W. E., & Muzdalifah, L. (2022). Digital Marketing in Islamic Perspective: A Literature Review. Al-Uqud Journal of Islamic Economics, 6(2), 247–258. https://doi.org/10.26740/aluqud.v6n2.p247-258
Purmiyati, A., Sarmidi, T., Pradipta, R., Chandra, A. G., Wulandari, R., Lu, C. Y., … Xiaohu, Z. (2022). Utilization of E-Commerce in Efforts to Increase Sales of Micro Small Medium Enterprises (MSMEs) in Kelurahan Kampung Empat, Tarakan City. International Journal of Science and Management Studies (Ijsms), 12(7), 2871. https://doi.org/10.3390/su12072871
Rabba, A. S., Dissanayake, C., & Barbaro, J. (2020). Development of a Web-Based Resource for Parents of Young Children Newly Diagnosed With Autism: Participatory Research Design. Jmir Pediatrics and Parenting, 3(2), e15786. https://doi.org/10.2196/15786
Rademeyer, H. J., Gautam, S., Cornell, S., Khan, J., Wilanowski, D., Musselman, K. E., … Ho, C. (2025). Development of a Functional Electrical Stimulation Cycling Toolkit for Spinal Cord Injury Rehabilitation in Acute Care Hospitals: A Participatory Action Approach. Plos One, 20(2), e0316296. https://doi.org/10.1371/journal.pone.0316296
Risdwiyanto, A., Sulaeman, M. M., & Rachman, A. (2023). Sustainable Digital Marketing Strategy for Long-Term Growth of MSMEs. Journal of Contemporary Administration and Management (Adman), 1(3), 180–186. https://doi.org/10.61100/adman.v1i3.70
Santos, E. F. d., Carvalho, P. V. R. de, & Gomes, J. O. (2022). Interactions Between E-Commerce Users During the COVID-19 Pandemic Period: What Came and What Remained. Work, 73(s1), S177–S187. https://doi.org/10.3233/WOR-211136
Seshadri, S., & Broekemier, G. M. (2022). Small Business Executives’ Online Survey Response Intentions: The Effects of Incentives and Survey Length. Small Business Institute Journal, 18(2). https://doi.org/10.53703/001c.32575
Shafie, I. K., Fatmi, M. R., & Khaddar, S. (2024). Joint Model for in-Person and Online Participation in Grocery Shopping, Health Services, Personal Business, and Dine in After the Pandemic. Transportation Research Record Journal of the Transportation Research Board. https://doi.org/10.1177/03611981241295710
Siddiqui, A. (2024). Post-Covid-19 Pandemic: Impact of Government Support, Digital Transformation, and Market Demand on Small Entrepreneurs in Central India - A Structural Model Analysis. Ajbr, 1494–1507. https://doi.org/10.53555/AJBR.v27i3S.2340
Smith, M. (2020). Effective Leadership in Online Small Businesses: An Exploratory Case Study. International Journal of Entrepreneurial Knowledge, 8(2), 27–41. https://doi.org/10.37335/ijek.v8i2.117
Soesanto, D., & Absari, D. T. (2021). Partner Relationship Management Architecture Design for SME During Pandemic Era. Keluwih Jurnal Sains Dan Teknologi, 2(2). https://doi.org/10.24123/saintek.v2i2.4567
Soliveres, V. L., Herrera, A., & Cedillo, A. K. (2024). Inventory Management Practices of Small-Scale Pharmacies in the Selected Towns in Cavite: A Marketing Perspective. Logistic and Operation Management Research (Lomr), 3(1), 38–52. https://doi.org/10.31098/lomr.v3i1.2194
Štofková, K. R., Bajza, F., Janošková, P., & Kováčiková, M. (2024). Proposal of Innovative Smart Solutions for Retail Store in Order to Support Competitiveness and Sustainable Development. Frontiers in Computer Science, 6. https://doi.org/10.3389/fcomp.2024.1328913
Sunarto, S., Nugroho, H. S. W., Suparji, S., Prasetyo, A. H., Sulikah, S., & Rahayu, T. P. (2024). Empowerment Disaster-Resilient Village Forums for Health Crisis Preparedness: A Participatory Action Research Approach. Health Dyn., 1(11), 406–414. https://doi.org/10.33846/hd11103
Taufik, I., Sudarmiatin, S., & Wardana, L. W. (2024). Digital Entrepreneurship: The Role of Technology Readiness and Social Media Utilization in Malang East Java Msmes. Necent, 228–242. https://doi.org/10.59971/necent.v2i3.53
Tridalestari, F. A., Mustafid, M., & Jie, F. (2023). Consumer Behavior Analysis on Sales Process Model Using Process Discovery Algorithm for the Omnichannel Distribution System. Ieee Access, 11, 42619–42630. https://doi.org/10.1109/ACCESS.2023.3271394
Winarno, A., & Aini, D. N. (2024). Improving SME Performance Through the Utilization of Usable Digital Technology in the Gunung Kawi Area, Wonosari, Malang. Jurnal Pengabdian Teknologi Tepat Guna, 5(3), 215–220. https://doi.org/10.47942/jpttg.v5i3.1876
Wu, Y., Wang, B., & Huo, B. (2024). Sustainability Challenges Of last-Mile Logistics and Transition to Online Grocery Retailing In sparsely Populated Areas. Industrial Management & Data Systems, 124(12), 3197–3217. https://doi.org/10.1108/IMDS-02-2024-0131
Yin, J. (2023). The Impact of Digital Marketing and Social Media on Small and Medium Sized Business. Highlights in Business Economics and Management, 23, 451–459. https://doi.org/10.54097/d5rjmc02
Zaitun, Z., & Juliyanto, F. (2022). Covid 19 Pandemic: The Inspiration to Start Online Business. Baskara Journal of Business and Entrepreneurship, 4(2), 18–27. https://doi.org/10.54268/baskara.4.2.18-27
Zen, M. (2023). PARE CHIPS BUSINESS TRAINING: Increasing Competitiveness in the Digital Age. Jurnal PKM Manajemen Bisnis, 3(2), 58–66. https://doi.org/10.37481/pkmb.v3i2.601
| Keywords | : |
Keywords:
digital marketing, MSMEs, organic fertilizer, social media, e-commerce marketplaces pemasaran digital, UMKM, pupuk organik, media sosial, marketplace
|
| Galleys | : | |
| Published | : |
2025-09-30
|
| How to Cite | : |
Amani, T., Rahmansyah, A. I., Widayanto, A. B., & Masluha, S. (2025). PENGUATAN PEMASARAN DIGITAL UMKM PRO FARM MELALUI SOSIALISASI, PELATIHAN, DAN MARKETPLACE ONLINE . Jurnal Pengabdian Pendidikan Masyarakat (JPPM), 6(2), 410–423. https://doi.org/10.52060/jppm.v6i2.3525
|
| Issue | : |
.png)
33.png)
_SCCC.png)
