Penerapan Digital Niche Marketing Pada Asosiasi Umkm Kue Tradisional Menuju Desa Wisata Kuliner Berbasis Women Entrepreneur

Basrowi Basrowi; Ririn Nur  Abdiah Bahar; Nani  Rohaeni

doi:10.46306/seumpama.v3i2.111

Authors

Basrowi Basrowi Universitas Bina Bangsa
Ririn Nur Abdiah Bahar Universitas Bina Bangsa
Nani Rohaeni Universitas Bina Bangsa

DOI:

https://doi.org/10.46306/seumpama.v3i2.111

Keywords:

kuliner tradisional; UMKM; OVMP; digital marketing; pemberdayaan Perempuan., traditional cuisine; MSMEs; OVMP; digital marketing; women's empowerment.

Abstract

Magelaran Cilik Village, Serang City, Banten, has abundant traditional culinary potential with more than 20 types of typical foods managed by local MSMEs. However, business actors, especially women cake artisans, still face various problems, including limited product innovation, unattractive packaging, low digital literacy, lack of business legality and halal certification, and weak technology-based marketing strategies. This Community Service (PkM) activity aims to improve entrepreneurial skills, digital marketing, business management, and product legality through the application of the One Village Multi Product (OVMP) and Digital Niche Marketing (DNM) methods based on women entrepreneurs. Implementation methods include socialization, training in the production of new flavor variants, packaging innovation, branding, entrepreneurial management, and digital marketing strategies; application of appropriate technology; intensive mentoring; as well as continuous evaluation and monitoring. The collaboration was carried out with cake artisan associations, village cooperatives, KKM students, and e-commerce platforms such as Tokopedia and Shopee. The results obtained are an increase in production skills and entrepreneurial management >80%, mastery of DNM strategies >90%, fulfillment of business legality and halal certification, the creation of typical cake products with higher selling values, and the formation of women-based MSME Tourism Villages. This program is also expected to support the achievement of the SDGs, especially poverty alleviation, gender equality, and sustainable economic growth

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