Program Pemberdayaan Pemasaran Digital Dalam Rangka Meningkatkan Kinerja Bisnis Koperasi Pengrajin Batik Kota Tegal Cempaka Mulya
DOI:
https://doi.org/10.55606/jpkmi.v6i1.10558Keywords:
Digital Marketing, Batik MSMES, Artificial Intelligence, Digital Transformation, Cooperative Empowerment.Abstract
This community service program aims to enhance the marketing performance and online sales of the “Cempaka Mulya” Batik Craftsmen Cooperative in Tegal City through digital marketing empowerment supported by artificial intelligence. The cooperative’s main challenges include low digital literacy, suboptimal content quality, low social media engagement, and online sales contributing less than 10 percent of total revenue. The program was implemented from June to November 2025 using three core approaches: education, intensive training, and mentoring based on the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The methods consisted of five training sessions (40 hours), hands-on content creation using AI Gemini, Canva, and CapCut, and pre–post evaluations through questionnaires, observations, interviews, and analysis of Instagram Business and Shopee Seller Center data. The results indicate significant improvements across all digital skill indicators (average increase of 228 percent), particularly in the use of generative AI (+923 percent). Social media performance rose substantially, marked by an increase in engagement rate from 1.8 percent to 9.4 percent, reach growth of up to 682 percent, and a 350 percent increase in posting frequency. Online sales contribution increased to 35–42 percent of total revenue, generating an additional income of approximately IDR 6.9–10.1 million per month. Qualitative findings reveal strong behavioral changes, including greater confidence and consistency in content production. The integrated intensive training, real-time mentoring, and the use of generative AI proved highly effective in accelerating the digital transformation of batik-based MSMEs. Key recommendations include establishing a content SOP, strengthening the cooperative’s content team, and replicating this model across other craft-based MSMEs in Tegal City
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