OPTIMALISASI DIGITAL MARKETING UNTUK PEMASARAN ALPUKAT PADA PETANI MILENIAL UNTUK MENAMBAH NILAI EKONOMI

Abstract

Abstrak: Pertanian di kota-kota besar Indonesia sering terabaikan karena keterbatasan lahan dan kurangnya fokus pemerintah, menyebabkan petani kota mengandalkan diri sendiri. Kelompok Tani Sejahtera Makmur, berdiri sejak 2014 dengan 10 anggota, berfokus pada pembibitan Alpukat Cipedak. Meskipun telah memasarkan bibit hingga Papua dan Malaysia, pemasaran digital mereka masih terbatas. Dengan potensi 160 juta pengguna media sosial di Indonesia, peningkatan strategi pemasaran digital dapat meningkatkan penjualan dari 400-600 batang per bulan. Kegiatan pengabdian ini menghasilkan e-commerce yang mudah dipahami dan meningkatkan pemasaran digital mitra. Pelatihan mengajarkan penggunaan platform digital, pembuatan konten menarik, dan analisis pemasaran. Evaluasi menunjukkan mitra menguasi softskill dan hardskill 80% setelah pengabdian. Program ini tidak hanya mendongkrak nilai ekonomi mitra, tetapi juga memberikan pengalaman berharga bagi mahasiswa yang terlibat, serta berkontribusi pada pertumbuhan ekonomi digital Indonesia.

Kata Kunci: pemasaran digital; pengabdian masyarakat; pertanian perkotaan

Abstract:  Agriculture in major cities of Indonesia is often overlooked due to limited land availability and a lack of governmental focus, resulting in urban farmers relying on self-sufficiency. The Sejahtera Makmur Farmers Group, established in 2014 with 10 members, focuses on the cultivation of Cipedak avocados. Although they have marketed seedlings as far as Papua and Malaysia, their digital marketing efforts remain limited. With the potential of 160 million social media users in Indonesia, enhancing digital marketing strategies could increase sales from 400 to 600 seedlings per month. This community service activity has resulted in the development of an easily understandable e-commerce platform and improved the digital marketing capabilities of the partners. Training sessions have taught the use of digital platforms, the creation of engaging content, and marketing analysis. Evaluations indicate that partners have mastered 80% of both soft skills and hard skills following the community service. This program not only enhances the economic value of the partners but also provides valuable experience for the participating students, contributing to the growth of Indonesia's digital economy.

Keywords: digital marketing; urban agriculture; community engagement