Digital-Based Marketing Training and Mentoring to Support a Green Economy for the Rattan Craftsmen MSME Group
DOI:
https://doi.org/10.55537/j-ibm.v4i3.1104Keywords:
MSMEs, digital marketing, green economy, Training, rattan craftsmenAbstract
Rattan crafts SMEs have the potential to support a sustainable economy (green economy). Limited access to digital technology and a lack of understanding of online marketing are the main obstacles to enhancing the competitiveness of SME products. This activity aims to provide training and digital-based marketing assistance to groups of rattan craft SMEs, in order to improve their skills in utilizing digital platforms. The training method includes delivering material on digital marketing as well as hands-on practice in creating accounts and optimizing marketing features on social media, particularly Facebook. The activity was evaluated through pretests and posttests. The training results showed that the average score of participants increased from 33.75% in the pretest to 75% in the posttest. The training also helped participants in developing a more effective product branding strategy in line with the green economy concept. With this program, it is expected that rattan craft SMEs can become more independent in marketing their products digitally, reach a wider market, and contribute to creating more environmentally friendly and sustainable businesses.
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