Hybrid Marketing Model untuk UMKM Pedesaan melalui Integrasi Produksi Tradisional dan Promosi Digital di Desa Pekangkungan
Keywords:
Hybrid Marketing Model, Rural MSMEs, Digital Marketing, Digital Literacy, Community EmpowermentAbstract
This community service program aimed to develop and implement a Hybrid Marketing Model to strengthen the competitiveness of rural micro, small, and medium enterprises (MSMEs) in Pekangkungan Village, Pasuruan Regency. The program focused on two traditional industry clusters, namely kite assembly and aluminum bicycle accessory casting, which faced challenges related to increasing raw material costs, dependence on intermediaries, and limited digital marketing capabilities. A Participatory Action Research (PAR) approach was employed over eight weeks involving 47 MSME actors. Program activities included digital literacy workshops, product photography training, social media content development, and assistance in managing online marketing and customer communication. Evaluation was conducted using pre-test and post-test measurements supported by observations and reflective discussions. The results demonstrated significant improvements in digital literacy, increasing from 2.1 to 3.8 on a five-point scale, while social media adoption for business purposes rose from 14.9% to 87.2% of participants. In addition, average revenue increased by 34.7% among kite producers and 28.3% among aluminum craftsmen. These findings indicate that the Hybrid Marketing Model effectively integrates traditional production strengths with digital promotion strategies, contributing to market expansion, increased business capacity, and improved competitiveness of rural MSMEs. The model also offers a practical and replicable framework for community-based economic empowerment in rural areas.
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