Pemberdayaan Pengrajin Anyaman Bambu Desa Wonosuko Melalui Optimalisasi Pemasaran Digital dan Penguatan Branding Berbasis Asset-Based Community Development
DOI:
https://doi.org/10.31113/setiamengabdi.v7i1.101Keywords:
Wonosuko, Anyaman bambu, Pemasaran digital, Pemberdayaan masyarakat, Asset-Based Community Development (ABCD)Abstract
Desa Wonosuko memiliki potensi besar dalam kerajinan anyaman bambu, namun menghadapi keterbatasan pemasaran yang menyebabkan rendahnya jangkauan pasar produk. Program pengabdian ini bertujuan meningkatkan daya saing usaha anyaman bambu melalui optimalisasi pemasaran digital dan penguatan branding berbasis pendekatan Asset-Based Community Development (ABCD). Kegiatan dilaksanakan melalui identifikasi aset lokal, perencanaan program bersama mitra, pelatihan pemasaran digital, pendampingan pengelolaan media sosial, serta evaluasi hasil kegiatan. Metode yang digunakan meliputi observasi, wawancara, pelatihan, dan pendampingan kepada pengrajin anyaman bambu. Program yang dilakukan mencakup pembuatan identitas merek, pengembangan akun media sosial, produksi konten promosi, dan penyediaan perangkat pendukung pemasaran digital. Hasil kegiatan menunjukkan peningkatan jangkauan pemasaran dan permintaan produk. Sebelum pendampingan, penjualan rata-rata hanya 8–10 produk per bulan, sedangkan setelah program mitra memperoleh pesanan sekitar 70 produk anyaman bambu untuk kebutuhan souvenir pernikahan dari desa lain. Temuan ini menunjukkan bahwa integrasi pemasaran digital dan branding berbasis aset lokal efektif dalam memperluas pasar serta meningkatkan daya saing UMKM kerajinan bambu.
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Copyright (c) 2026 Ayatullah Ababil, Wayan Sa’ah Maisuri, Afifah Rahmawati Trisnaningrum, Dini Iklillah, Yanti Anggraeni, Zulfa Nurul Maulida, Muhammad Habiburrahman, Qurrotul Aini, Desy Nafilah Nurlaili, Alif Fatuz Zakia, Ibnu Haluan, Wardatus Sholihah, Muhammad Ferdi Hasan, Gesha Ayu Hanifah, Dinda Ayulia Fatra, Anggi Trivina Palupi
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