MODUL PENGABDIAN KEPADA MASYARAKAT "OPTIMALISASI MEDIA SOSIAL: SOSIALISASI STRATEGI POSTING DAN CAPTION MENARIK UNTUK UMKM DUPAK".

MANURUNG, CELINE TAMARA and SALMA, FATIHA (2025) MODUL PENGABDIAN KEPADA MASYARAKAT "OPTIMALISASI MEDIA SOSIAL: SOSIALISASI STRATEGI POSTING DAN CAPTION MENARIK UNTUK UMKM DUPAK". FAKULTAS HUKUM UPN VETERAN JAWA TIMUR, UNIVERSITAS PEMBANGUNAN NASIONAL "VETERAN" JAWA TIMUR. (Unpublished)

Text (Modul Pengabdian Masyarakat)
MODUL KKN.pdf
Download (1MB)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of Indonesia’s economy, yet they often face limitations in market access and digital marketing literacy. This study focuses on the optimization of social media, particularly Instagram, as a strategic tool for enhancing promotional effectiveness through posting strategies and persuasive caption writing. Conducted in Dupak Sub-district, Surabaya, the program involved training and mentoring MSME actors to improve their digital competencies, including content creation, timing of posts, and caption development. The findings indicate that social media optimization enables MSMEs to build stronger brand identity, expand market reach, and increase consumer engagement. The training provided participants with practical skills in digital copywriting, visual content design, and social media analytics, thereby reducing dependence on third parties. Despite challenges such as limited digital literacy among older participants, the program demonstrated significant improvements in participants’ confidence and ability to independently manage digital marketing. Overall, the implementation of social media-based promotional strategies contributes not only to increasing sales performance but also to fostering long-term competitiveness and supporting sustainable economic growth at the local level. Keywords: MSMEs, social media marketing, digital literacy, Instagram optimization, caption strategy.

Item Type:

Other

Contributors: