Social Media Content dan Live Commerce dalam Mengakselerasi Daya Saing Digital Masyarakat Produktif Glintung

Fatchur  Rohman; Radityo Putro  Handrito

doi:10.55338/jpkmn.v6i4.1.7654

Authors

Fatchur Rohman, Universitas Brawijaya, Indonesia
Radityo Putro Handrito, Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.55338/jpkmn.v6i4.1.7654

Keywords:

Pemberdayaan masyarakat, Glintung, Literasi Digital, Ekonomi Hijau, Pengelolaan Lingkungan

Abstract

Program pengabdian ini bertujuan meningkatkan daya saing digital UMKM di Kampung Glintung, Kota Malang melalui pelatihan social media content dan live commerce. Permasalahan utama adalah rendahnya literasi digital: 85% pelaku UMKM memiliki media sosial namun hanya 25% aktif untuk promosi, 70% belum memahami strategi konten, dan 90% belum menggunakan live commerce. Metode pelaksanaan menggunakan pendekatan edukatif-partisipatif melalui workshop, role play, dan pendampingan intensif selama 6 bulan. Hasil evaluasi menunjukkan: skor pengetahuan meningkat 42% (pretest vs posttest), produksi konten meningkat dari 1 menjadi 4 konten per minggu, 90% peserta berhasil membuat konten standar publikasi, 80% meningkat dalam product storytelling, engagement rate naik 35%, dan transaksi meningkat hingga 20%. Program berkontribusi terhadap IKU 3 dan IKU 5 perguruan tinggi serta menghasilkan luaran berupa artikel jurnal, publikasi media massa, modul pelatihan, dan dokumentasi video.

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