Panduan Penulisan
Peningkatan Kemampuan Kewirausahaan Pedagang Jamu melalui Digitalisasi Marketing di Pasar Jamu Nguter Sukoharjo
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ABSTRAK
Desa Nguter sebagai sentra industri jamu tradisional berpotensi menjadi daya tarik budaya dan potensi ekonomi lokal yang kuat, namun dihadapkan pada tantangan pemasaran di era digital dan tuntutan kualitas produk jamu yang tidak hanya berkhasiat namun juga inovatif. Kegiatan pelatihan dan pendampingan untuk meningkatkan pemahaman regulasi jamu serta pemasaran digital dilakukan dengan tujuan untuk mendorong para pedagang jamu untuk mampu meningkatkan daya saing usaha, memperluas jangkauan pasar, serta menciptakan kepastian keamanan produk bagi konsumen. Metode yang digunakan berupa penyampaian materi, diskusi interaktif, serta pemberian leaflet sebagai bahan ajar mandiri. Evaluasi dilakukan menggunakan kuesioner dengan metode pre-test dan post-test terhadap peserta. Hasil kegiatan pelatihan menunjukkan adanya peningkatan pemahaman peserta mengenai aspek regulasi legalitas terkait jamu dan strategi pemasaran digital. Keggiatan pelatihan mampu mendorong adanya penguasaan aspek legalitas (seperti larangan BKO dan standar higienitas) serta teknik pemasaran digital melalui platform yang ada secara etis. Kompetensi ini diharapkan dapat mendorong para pelaku usaha memiliki daya saing yang lebih kuat untuk memperluas jangkauan pasar sekaligus menjamin kepastian keamanan bagi konsumen.
Kata Kunci: Pedagang Jamu, Kewirausahaan, Digitalisasi Marketing, Pengabdian Masyarakat.
ABSTRACT
As a hub for the traditional herbal medicine (jamu) industry, Nguter Village holds significant potential as a cultural attraction and a driver of the local economy. However, it faces marketing challenges in the digital era and demands for products that are not only efficacious but also innovative. Training and mentoring activities focused on jamu regulations and digital marketing were conducted to empower jamu vendors to enhance their business competitiveness, expand market reach, and ensure product safety for consumers. The methods employed included presentations, interactive discussions, and the distribution of leaflets for independent study. Participant understanding was evaluated using pre-test and post-test questionnaires. The training results demonstrated an improvement in participant's understanding of legal regulations concerning jamu and digital marketing strategies. The program fostered an understanding of legal requirements, such as prohibitions against the addition of medicinal chemicals (BKO) and hygiene standards, as well as ethical digital marketing techniques using existing platforms. These competencies are expected to strengthen the competitiveness of business owners, enabling them to expand their market reach while guaranteeing product safety for consumers.
Keywords: Jamu Seller, Entrepreneurship, Digital Marketing, Community Service.
Kata Kunci
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DOI: https://doi.org/10.33024/jkpm.v9i8.27030
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