PENGENALAN DIGITAL MARKETING DALAM UPAYA MENINGKATKAN PENGHASILAN KELOMPOK WANITA TANI SEKAR WANGI NUSUPAN TRIHANGGO SLEMAN

Abstract

Marketing is a crucial component in determining business success. Business actors must select appropriate marketing methods to ensure their products are accepted in the market, as business performance is largely influenced by the strategies employed, particularly within the MSME sector. One of the primary challenges faced by housewives is limited knowledge of product marketing, both through conventional (offline) methods and digital platforms, especially e-commerce. This condition encouraged the community service team to conduct socialization and training on the utilization of information and communication technology in digital marketing. By understanding the importance of digital marketing, housewives are expected to be motivated to use it as a marketing communication tool and as an opportunity to develop their businesses. Participants are also encouraged to directly practice the use of social media as a promotional medium. Based on partners’ challenges related to limited marketing management knowledge, the proposed solution involved training in digital and offline marketing strategies to increase income. The methods applied included lectures, question-and-answer sessions, and practical simulations.This activity aims to introduce digital marketing as an effort to increase housewives’ income and support family welfare. Expected outputs include publication in an ISSN-indexed scientific journal, enhanced empowerment of housewives, and improved ability to utilize marketing opportunities through both online and offline media.