Literasi Strategy Pemasaran Digital melalui Analisis SWOT pada UKM Batik

Abstract

This Community Service (PKM) program aims to improve the capabilities of batik SMEs in designing and implementing digital marketing strategies based on SWOT analysis. The main problems faced by Batik SMEs include limitations in the use of digital technology and a lack of ability to develop targeted marketing strategies through the identification of internal and external business factors. The implementation of this program consists of several stages, namely preparation, digital marketing counseling, SWOT analysis simulation, and development and implementation of digital marketing strategies. This activity was attended by 35 SMEs in the batik sector. The findings from this activity indicate that batik entrepreneurs have experienced an increased understanding of digital marketing concepts and SWOT analysis. From the analysis results, the main strength lies in the uniqueness of batik and its cultural values, while the weakness is the lack of digital literacy among Batik SMEs. The digital marketing strategies obtained include the use of social media and marketplace platforms. Overall, this PKM program has had a positive impact in improving the ability to design more efficient marketing strategies in line with the development of business digitalization. Implementation of the formulated strategies can strengthen competitiveness for the sustainability of batik SME businesses.