Pelatihan Pengelolaan Media Sosial Sebagai Strategi Pemasaran Digital UMKM Kue Bagea Makassar

Andi Pawennari; Bambang Karsono; A Dwi Wahyuni P

doi:10.37905/jpti.v5i2.40713

Pelatihan Pengelolaan Media Sosial Sebagai Strategi Pemasaran Digital UMKM Kue Bagea Makassar

Andi Pawennari, Bambang Karsono, A Dwi Wahyuni P

Abstract

Bagea cake, a traditional sago-based delicacy from South Sulawesi, holds strong potential as a regional signature product, yet its producer, Kue Bagea Production House in Makassar, had not been able to translate this potential into a wider market because of limited use of digital marketing channels. This community engagement program was designed to strengthen the business managers' capacity in operating social media as an effective marketing instrument. It combined structured training, hands-on mentoring, and periodic evaluation across a two-month period, delivered through three sequential stages: needs assessment, training delivery, and post-training monitoring. Following the intervention, participants demonstrated marked progress in managing Instagram and Facebook content, applying basic product-photography techniques, and operating paid-promotion features. Within two months, the business gained 512 Instagram and 284 Facebook followers from a previously nonexistent social media presence, and online sales began contributing about 43% of total monthly revenue, a channel that did not exist before the training. These findings indicate that structured, context-specific social media training can meaningfully strengthen the competitiveness of traditional culinary micro-enterprises in the digital economy..

Keywords: Bagea Cake; Competitiveness; Digital Marketing; SME; Social Media

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DOI: https://doi.org/10.37905/jpti.v5i2.40713