Ekonomi Kreatif Berbasis Digital dalam Pengembangan Strategi Bisnis Perak dan Songket Ungga Menuju Industri 4.0

Lilik Hidayati; Adi Irawan; Dwi Agustini; Pahmi Husain

doi:10.36312/nuras.v5i4.790

Authors

Lilik Hidayati Program Studi Statistika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Mataram, Jalan Majapahit Nomor 62, Mataram, Nusa Tenggara Barat 83115, Indonesia
Adi Irawan Program Studi Matematika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Nahdlatul Wathan Mataram, Jalan Kaktus Nomor 1-3, Mataram, Nusa Tenggara Barat 83126, Indonesia
Dwi Agustini Program Studi Matematika, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Nahdlatul Wathan Mataram, Jalan Kaktus Nomor 1-3, Mataram, Nusa Tenggara Barat 83126, Indonesia
Pahmi Husain Program Studi Biologi, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Nahdlatul Wathan Mataram, Jalan Kaktus Nomor 1-3, Mataram, Nusa Tenggara Barat 83126, Indonesia

DOI:

https://doi.org/10.36312/nuras.v5i4.790

Keywords:

Ungga Village, Digital Marketing, Creative Economy, Perak, Songket, MSMEs

Abstract

This community service activity aims to develop a digital business strategy for silver craftsmen and songket weavers in Ungga Village, Central Lombok, as an effort to increase the competitiveness of MSMEs in the Industry 4.0 era. The program is carried out using a participatory and collaborative approach, involving 20 local business actors through four main stages: 1) observation and mapping of business potential; 2) digital literacy and online marketing training; 3) assistance in the implementation of digital strategies; and 4) evaluation and reflection on the results of activities. Training materials include creative content creation, product branding, social media management, and data-driven marketing. The results of the activity showed an increase in participants' digital skills, characterized by the ability to manage business accounts on social media and marketplaces independently. The implementation of digital marketing strategies also has an impact on increasing average sales by 30%. The Ungga Digital Creative community was also formed as a forum for collaboration and sustainability of the digital-based creative economy ecosystem. Overall, this program is an integrative model of MSME mentoring, combining technology literacy, digital marketing practices, and strengthening community networks.

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