Pengembangan SDM Dalam Rangka Mewujudkan Ekonomi Kreatif Melalui Pelatihan Digital Marketing (Studi Kasus: UMKM Epiphany Food & Drink)

Abstract

Lack of understanding in utilizing social media, websites, and other online platforms can cause business existence to be limited to the local scope. To overcome this, digital marketing training has been conducted as part of a community service program at Epiphany Food & Drink MSMEs located in Pattallassang Village, Pattallassang District, Gowa Regency. This training aims to provide knowledge and skills to MSME players in implementing digital promotion strategies, with the hope of increasing their visibility and productivity in an innovative and creative way. The Participatory Action Research (PAR) research method was applied to involve respondents in the development of digital promotion strategies that suit their needs, so that the results obtained become more relevant and applicable. The results of the training showed an increase in understanding, knowledge, and skills in using platforms such as Instagram, CapCut, Canva, and Call to Action, so that MSME players are better prepared to face the challenges of an increasingly competitive market in the digital era