Optimalisasi E-Commerce dan Marketplace dalam Meningkatkan Daya Saing De Henz Bakery

Abstract

The development of digital technology provides opportunities for UMKM to improve their competitiveness through social media and marketplaces. However, some UMKM have not yet optimized digital platforms for promotion and sales, including De Henz Bakery, a bakery and catering business offering banana cake, pastry, and various snacks. The partner’s marketing activities still rely on word of mouth and Instagram Stories, which are not used consistently, resulting in limited market reach. This community service activity aims to improve the partner’s understanding of digital marketing and encourage the utilization of social media and marketplaces. The methods included observation, interviews, socialization, and mentoring. The activities covered digital marketing strategies, social media promotion, and the use of marketplaces such as Shopee and Tokopedia, as well as GoFood and GrabFood services. The results indicate that optimizing digital marketing has the potential to increase brand awareness, consumer engagement, and market reach. Consistent utilization of social media and marketplaces can help De Henz Bakery improve product visibility, expand its market share, and support sustainable business growth.

Perkembangan teknologi digital memberikan peluang bagi Usaha Mikro, Kecil, dan Menengah (UMKM) untuk meningkatkan daya saing melalui media sosial dan marketplace. Namun, masih terdapat UMKM yang belum mengoptimalkan platform digital sebagai sarana promosi dan penjualan, salah satunya De Henz Bakery yang bergerak di bidang bakery dan katering dengan produk unggulan banana cake, pastry, dan aneka snack. Pemasaran mitra masih mengandalkan word of mouth dan Instagram Story yang belum digunakan secara konsisten, sehingga jangkauan pasar terbatas. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pemahaman mitra tentang pemasaran digital serta mendorong pemanfaatan media sosial dan marketplace. Metode kegiatan meliputi observasi, wawancara, sosialisasi, dan pendampingan. Materi yang diberikan mencakup strategi digital marketing, promosi melalui media sosial, serta pemanfaatan marketplace seperti Shopee dan Tokopedia serta layanan GoFood dan GrabFood. Hasil kegiatan menunjukkan bahwa optimalisasi pemasaran digital berpotensi meningkatkan brand awareness, interaksi dengan konsumen, dan jangkauan pasar. Dengan pemanfaatan media sosial dan marketplace secara konsisten, De Henz Bakery dapat meningkatkan visibilitas produk, memperluas pangsa pasar, dan mendukung pertumbuhan usaha secara berkelanjutan.