Pelatihan Manajemen Pemasaran Digital Sate Bandeng

Abstract

Sate bandeng is a flagship culinary commodity of Serang City with high potential to drive the regional economy. However, the milkfish satay SME community in Komplek Bukit Permai, Serang Village, faces market stagnation due to reliance on conventional marketing and low digital literacy. This Community Service (PkM) activity aims to transform the partners' business management through the "Digital Marketing Management Training for Sate Bandeng" program. The partners involved are 10 active milkfish satay entrepreneurs in the area. The execution method employed a participatory action-learning approach, which included pre-training, intensive training (face-to-face with 70% hands-on practice), a one-month periodic mentoring, and impact evaluation. The training materials covered aesthetic product photography, visual branding via Canva, social media management (Instagram and TikTok Business), and local SEO optimization via Google My Business. The results indicated a 68% increase in partners' cognitive capacity, with average scores soaring from 42 (pre-test) to 88 (post-test). Practically, 100% of participants are now independently managing digital business accounts, and 10 new outlet coordinates have been verified on Google Maps. This transformation expanded market penetration beyond the Banten region and triggered an increase in the community's average sales turnover by 15% to 25% in the first month post-training. In conclusion, integrated digital marketing interventions combined with intensive mentoring are highly effective in building competitive advantage and ensuring the sustainability of traditional culinary businesses in the digital era.