Optimalisasi Pemasaran UKM Chandra Craft Melalui Penerapan Digital Marketiang

Abstract

The focus of this initiative is on the optimization of marketing strategies for UKM Chandra Craft, a small and medium enterprise engaged in handicrafts. In the current digital era, it is essential for UKMs to adapt to changing consumer behaviors and leverage digital marketing tools to enhance their market presence and competitiveness. Various digital marketing strategies, including social media marketing, email marketing, and e-commerce, can be effectively implemented by Chandra Craft to reach a broader audience and improve customer engagement. A key aspect of this initiative is the reactivation of the existing Shopee marketplace account, which has not been managed effectively. Additionally, understanding consumer behavior and preferences is crucial to tailor marketing efforts that resonate with target customers. By providing practical recommendations and community-based training, this initiative aims to empower UKM Chandra Craft in effectively utilizing digital marketing to increase brand visibility and foster customer loyalty. Ultimately, the goal is to contribute to the development of best practices in digital marketing for UKMs in Indonesia, supporting local economic growth through the empowerment of small businesses and enhancing their ability to compete in an increasingly digital marketplace.