FROM VILLAGE TO DIGITAL: TRANSFORMATION OF BANANA CHIPS UMKM IN RANON VILLAGE THROUGH TECHNOLOGY-BASED MARKETING STRATEGIES
Keywords:
Digital Marketing, MSMEs, Banana Chips, Ranon Village, Economic EmpowermentAbstract
In the era of globalization, digitalization is a key factor for the sustainability of Micro, Small, and Medium Enterprises (MSMEs), but entrepreneurs in Ranon Village still face obstacles in optimizing technology as a marketing instrument. This research and community service aims to assist banana chip MSMEs in Ranon Village in adopting digital marketing strategies to expand market reach and improve product competitiveness. The implementation methods used include educational outreach, technical training on the use of digital platforms such as Instagram, Facebook, and WhatsApp Business, and assistance in creating creative content. The results of this activity indicate an increase in community awareness and skills in managing social media as a formal sales channel. Furthermore, the integration of banana chip product innovation with digital marketing techniques has proven to be able to open new economic opportunities and expand market segmentation beyond the village area. In conclusion, the implementation of digital marketing is an effective strategic step in accelerating the growth of banana chip MSMEs in Ranon Village while also serving as a foundation for improving the economic welfare of the local community in a sustainable manner.
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