Wajah Baru Pedagang Kaki Lima Cinere: Strategi Visual Marketing Sebagai Daya Tarik Pelanggan
DOI:
https://doi.org/10.31113/setiamengabdi.v7i1.154Keywords:
AIDA, Street vendor, Visual marketing, Revitalization, Promotion.Abstract
Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kemampuan pedagang kaki lima (PKL) kuliner di kawasan Cinere dalam mengelola media pemasaran visual dan promosi digital berbasis model AIDA (Attention, Interest, Desire, Action). Permasalahan utama mitra adalah penggunaan media promosi yang kurang menarik, identitas visual usaha yang belum konsisten, serta pemanfaatan media sosial yang masih terbatas. Kegiatan dilaksanakan dengan pendekatan pemberdayaan partisipatif melalui observasi, sosialisasi, pelatihan, praktik desain spanduk, dan pendampingan pembuatan konten promosi digital. Peserta kegiatan berjumlah 10 orang pelaku PKL kuliner di kawasan Cinere. Evaluasi dilakukan melalui pre-test dan post-test, observasi keterlibatan peserta, serta penilaian hasil praktik media promosi. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai visual marketing, dari rata-rata skor pre-test sebesar [isi skor] menjadi [isi skor] pada post-test. Selain itu, peserta mampu menyusun konsep spanduk yang lebih informatif dan menarik, serta memahami dasar pengelolaan konten media sosial untuk mendukung promosi usaha. Kegiatan ini menunjukkan bahwa integrasi media promosi offline dan digital berbasis AIDA dapat menjadi strategi sederhana dan aplikatif untuk membantu PKL meningkatkan daya tarik visual usaha dan kesiapan promosi di era digital.
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Copyright (c) 2026 Muhammad Deny, Irfan Handoko, Christoporus Esandra Murta Kurniawan, Ravi Adams, Rusfian Effendi
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