Membangun Daya Saing UMKM Tenun Bali melalui Pendekatan Entrepreneurial Marketing Berbasis Digital
DOI:
https://doi.org/10.37859/jpumri.v9i2.9288
Keywords:
UMKM, digital marketing, entrepreneurial marketing, tenun tradisional
Abstract
Utari Tenun Cagcag merupakan pelaku UMKM tradisional di Karangasem, Bali, yang menghadapi berbagai tantangan dalam pemasaran produk, khususnya keterbatasan dalam pemanfaatan teknologi digital, manajemen merek, dan akses pasar. Kegiatan pengabdian ini bertujuan untuk meningkatkan kompetensi digital marketing berbasis pendekatan entrepreneurial marketing melalui serangkaian pendampingan yang mencakup pelatihan pengelolaan media sosial, penguatan identitas merek, pengembangan jejaring pemasaran, serta optimasi platform e-commerce. Pendekatan teoritis yang digunakan meliputi konsep digital marketing, teori difusi inovasi, dan teori entrepreneurial marketing. Hasil kegiatan menunjukkan peningkatan signifikan dalam kapasitas mitra dalam mengelola konten digital, membangun identitas merek berbasis budaya lokal, memperluas jaringan pemasaran, serta menjalankan toko daring secara mandiri. Pendampingan ini tidak hanya memberikan dampak teknis, tetapi juga membentuk pola pikir kewirausahaan digital yang adaptif dan berkelanjutan. Temuan ini menunjukkan bahwa integrasi strategi digital dan nilai-nilai kewirausahaan efektif dalam memperkuat daya saing UMKM tradisional di era transformasi digital.
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[18] D. Irwansyah, "Upaya Pengembangan UMKM di Tengah Pandemi dengan E-Commerce di Kelurahan Sungai Sibam," Jurnal Pengabdian UntukMu NegeRI, vol. 6, no. 1, pp. 68–74, 2022. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/3150
[19] D. Alfah, "Revolusi Digital dalam Meningkatkan Sosial Branding dan Pemasaran Kerajinan Rotan," Jurnal Pengabdian UntukMu NegeRI, vol. 7, no. 2, pp. 45–52, 2023. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/5763
[20] S. Bakhri and V. Futiah, "Edukasi Penggunaan Digital Marketing Bagi UMKM di Pasar Kumbasari," Jurnal Pengabdian UntukMu NegeRI, vol. 5, no. 2, pp. 59–65, 2021. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/3426
[2] M. Morris, M. Schindehutte, and R. LaForge, "Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives," Journal of Marketing Theory and Practice, vol. 10, no. 4, pp. 1–19, 2002. [Online]. Available: https://doi.org/10.1080/10696679.2002.11501922
[3] M. Morrish, C. Miles, and C. Deacon, "Entrepreneurial marketing: A critical review and research agenda," Journal of Strategic Marketing, vol. 18, no. 4, pp. 303–316, 2010. [Online]. Available: https://doi.org/10.1080/09652540903537065
[4] A. Gilmore, D. Carson, and P. O'Donnell, "Small business owner-managers and their attitude to risk," Marketing Intelligence & Planning, vol. 22, no. 3, pp. 349–360, 2004. [Online]. Available: https://doi.org/10.1108/02634500410536815
[5] M. Tiago and J. M. Veríssimo, "Digital marketing and social media: Why bother?," Business Horizons, vol. 57, no. 6, pp. 703–708, 2014. [Online]. Available: https://doi.org/10.1016/j.bushor.2014.07.002
[6] K. Fill and S. Turnbull, Marketing Communications: Discovery, Creation and Conversations, 7th ed. Harlow: Pearson Education, 2016.
[7] J. Strauss and R. Frost, E-Marketing, 7th ed. New Jersey: Pearson, 2014.
[8] D. G. Munandar, "Penguatan UMKM Berbasis Digital dalam Mendukung Ekonomi Kreatif," Jurnal Ekonomi dan Pembangunan, vol. 22, no. 2, pp. 121–130, 2021. [Online]. Available: https://jurnal.uns.ac.id/jep/article/view/55809
[9] A. Rachmawati and N. Hidayat, "Peran Digital Marketing dalam Pengembangan UMKM di Era Pandemi COVID-19," Jurnal Bisnis dan Kewirausahaan, vol. 19, no. 2, pp. 101–109, 2021. [Online]. Available: https://jurnal.unmer.ac.id/index.php/jbmk/article/view/6497
[10] S. Kurniawati, "Strategi Branding Produk Lokal Melalui Digitalisasi UMKM," Jurnal Komunikasi dan Bisnis, vol. 9, no. 1, pp. 33–44, 2022. [Online]. Available: https://jurnal.untar.ac.id/index.php/komunikasi/article/view/16695
[11] F. Yuliani and T. N. Supriyati, "Pemanfaatan Media Sosial sebagai Strategi Pemasaran UMKM," Jurnal Riset Manajemen dan Bisnis, vol. 6, no. 1, pp. 45–52, 2020. [Online]. Available: https://ejournal.unida.gontor.ac.id/index.php/manbis/article/view/3443
[12] M. Wulandari, "Peningkatan Daya Saing UMKM Berbasis Digital Branding," Jurnal Manajemen Indonesia, vol. 18, no. 1, pp. 55–63, 2020. [Online]. Available: https://jurnal.ipb.ac.id/index.php/jmim/article/view/33738
[13] R. Hidayati, "Storytelling Marketing sebagai Strategi Branding Produk Tradisional," Jurnal Komunikasi Pemasaran, vol. 5, no. 2, pp. 88–97, 2021. [Online]. Available: https://ejournal.bsi.ac.id/ejurnal/index.php/jkom/article/view/11361
[14] B. Sumarwan and D. Ardiansyah, "Analisis Perubahan Perilaku Konsumen di Era Digital," Jurnal Ilmu Sosial dan Humaniora, vol. 8, no. 2, pp. 75–83, 2021. [Online]. Available: https://ejournal.unida.gontor.ac.id/index.php/jish/article/view/5145
[15] A. Setiawan and L. Prasetyo, "Transformasi Digital UMKM di Masa Pandemi: Studi Kasus pada UMKM Kreatif," Jurnal Ekonomi dan Bisnis Indonesia, vol. 36, no. 1, pp. 112–121, 2021. [Online]. Available: https://jurnal.ugm.ac.id/jebi/article/view/63878
[16] I. Putri et al., "Optimalisasi Digital Marketing Dalam Pemanfaatan Canva Bagi Pelaku UMKM di 26 Ilir Kota Palembang," Jurnal Pengabdian UntukMu NegeRI, vol. 8, no. 3, pp. 516–528, 2024. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/7586
[17] G. Satriyono et al., "Perancangan Branding dan Penerapan Digital Marketing UMKM Roti Pia Tresno Joyo Desa Banjaranyar Kec. Kras Kab. Kediri," Jurnal Pengabdian UntukMu NegeRI, vol. 6, no. 2, pp. 1–7, 2022. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/3535
[18] D. Irwansyah, "Upaya Pengembangan UMKM di Tengah Pandemi dengan E-Commerce di Kelurahan Sungai Sibam," Jurnal Pengabdian UntukMu NegeRI, vol. 6, no. 1, pp. 68–74, 2022. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/3150
[19] D. Alfah, "Revolusi Digital dalam Meningkatkan Sosial Branding dan Pemasaran Kerajinan Rotan," Jurnal Pengabdian UntukMu NegeRI, vol. 7, no. 2, pp. 45–52, 2023. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/5763
[20] S. Bakhri and V. Futiah, "Edukasi Penggunaan Digital Marketing Bagi UMKM di Pasar Kumbasari," Jurnal Pengabdian UntukMu NegeRI, vol. 5, no. 2, pp. 59–65, 2021. [Online]. Available: https://ejurnal.umri.ac.id/index.php/PengabdianUMRI/article/view/3426
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Published
2025-08-06
How to Cite
Korry, P. D. P., Ni Nyoman Sri Wisudawati, & Melati Budi Srikandi. (2025). Membangun Daya Saing UMKM Tenun Bali melalui Pendekatan Entrepreneurial Marketing Berbasis Digital. Jurnal Pengabdian UntukMu NegeRI, 9(2), 237–246. https://doi.org/10.37859/jpumri.v9i2.9288
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