Pelatihan SDM dan Pemasaran untuk Meningkatkan Pemahaman Pengembangan Usaha pada Masyarakat Pesisir Kabupaten Lampung Selatan

Diang Adistya; Arif  Sugiono; Deddy Aprilani; Jeni Wulandari

doi:10.59837/jpmba.v4i9.5440

Authors

Diang Adistya Universitas Lampung, Indonesia
Arif Sugiono Universitas Lampung, Indonesia
Deddy Aprilani Universitas Lampung, Indonesia
Jeni Wulandari Universitas Lampung, Indonesia

DOI:

https://doi.org/10.59837/jpmba.v4i9.5440

Keywords:

pemasaran digital, masyarakat pesisir, pengembangan produk, pemberdayaan masyarakat, sumber daya manusia

Abstract

Masyarakat pesisir Kabupaten Lampung Selatan memiliki sumber daya lokal yang berpotensi dikembangkan menjadi produk bernilai ekonomi. Namun, mitra masih menghadapi keterbatasan pemahaman tentang pengembangan produk, pengelolaan usaha, strategi pemasaran, dan pemanfaatan teknologi digital. Kegiatan pengabdian ini bertujuan meningkatkan pemahaman peserta mengenai kewirausahaan, pengembangan produk, dan pemasaran digital. Kegiatan melibatkan 50 peserta dari masyarakat lokal dan pemuda desa serta dilaksanakan melalui identifikasi kebutuhan, penyampaian materi, diskusi, praktik pengembangan produk, pengenalan media pemasaran digital, dan evaluasi. Perubahan pemahaman diukur menggunakan pre-test dan post-test, sedangkan proses kegiatan diamati melalui diskusi dan keterlibatan peserta. Nilai rata-rata meningkat dari 52,2% pada pre-test menjadi 84,6% pada post-test, dengan selisih 32,4 poin persentase. Peningkatan terbesar terdapat pada aspek pemanfaatan media digital untuk pemasaran, yaitu 35 poin persentase, diikuti strategi pemasaran dan bauran pemasaran sebesar 34 poin persentase. Hasil ini menunjukkan adanya peningkatan pemahaman setelah pelatihan. Namun, evaluasi belum mengukur perubahan produksi, penjualan, pendapatan, atau daya saing secara langsung. Oleh karena itu, pendampingan lanjutan dan pengukuran kinerja usaha diperlukan untuk menilai penerapan pengetahuan serta keberlanjutan dampak program.

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