PENGABDIAN KEPADA UMKM FADKEY MELALUI KKN TEMATIK DALAM PENGUATAN STRATEGI PEMASARAN PRODUK OLAHAN KUE TRADISIONAL BENGKULU

Authors

  • Zahwania Sadaruddin Perbankan Syariah, Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia
  • Okta Ayu Putri Perbankan Syariah, Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia
  • Nadila Nazwa Perliani Perbankan Syariah, Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia
  • Rizky Mardhotullah Marubawa Perbankan Syariah, Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia
  • Desi Isnaini Perbankan Syariah, Universitas Islam Negeri Fatmawati Sukarno Bengkulu, Indonesia

DOI:

https://doi.org/10.24252/iqtishaduna.v7i4.68188

Abstract

Abstrak

Kuliah Kerja Nyata (KKN) Tematik merupakan bentuk pengabdian mahasiswa kepada masyarakat yang bertujuan membantu pengembangan usaha mikro, kecil, dan menengah (UMKM). UMKM Fadkey merupakan usaha yang memproduksi makanan olahan khas Bengkulu seperti bay tat, anak tat, peyek, keripik bawang, dan cookies. Pengabdian ini bertujuan menganalisis peran KKN Tematik dalam penguatan strategi pemasaran produk olahan pada UMKM Fadkey. Metode yang digunakan adalah pendekatan Asset Based Community Development (ABCD) dengan deskriptif kualitatif melalui observasi, pendampingan, dan dokumentasi. Hasil pengabdian menunjukkan bahwa sebelum pendampingan, pemasaran masih dilakukan secara tradisional melalui promosi langsung dan WhatsApp pribadi. Setelah pendampingan, pemasaran berkembang melalui media digital seperti pembuatan akun media sosial, konten promosi, banner, dan brosur produk. Kegiatan ini membantu meningkatkan promosi, memperluas jangkauan pasar, serta memperkuat branding usaha. Dengan demikian, KKN Tematik berperan dalam mendukung pengembangan pemasaran UMKM di era digital.

Kata Kunci: Pemasaran Digital, Strategi Pemasaran, UMKM.

 

Abstract

Thematic Community Service Program (KKN Tematik) is a form of student community engagement aimed at supporting the development of micro, small, and medium enterprises (MSMEs). UMKM Fadkey is an enterprise producing Bengkulu traditional foods such as bay tat, anak tat, peyek, onion crackers, and cookies. This service activity aims to analyze the role of Thematic KKN in strengthening the marketing strategy of processed products at UMKM Fadkey. The method used was the Asset Based Community Development (ABCD) approach with descriptive qualitative methods through observation, mentoring, and documentation. The results showed that before assistance, marketing was carried out traditionally through direct promotion and personal WhatsApp status. After mentoring, marketing developed through digital media such as social media accounts, promotional content, banners, and product brochures. These activities improved promotion, expanded market reach, and strengthened business branding. Therefore, Thematic KKN plays an important role in supporting MSME marketing development in the digital era.

Keywords: Digital Marketing, Marketing Strategy, MSMEs.

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Published

2026-05-29

Issue

Vol. 7 No. 4 (2026): Juli

Section

Volume 7 Nomor 4 Juli 2026

License

Copyright (c) 2026 Zahwania Sadaruddin, Okta Ayu Putri, Nadila Nazwa Perliani, Rizky Mardhotullah Marubawa, Desi Isnaini

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