Penguatan Kapasitas Promosi dan Jejaring Kemitraan UMKM Budidaya Lobster Air Tawar melalui Business Gathering
DOI:
https://doi.org/10.53299/ba-jpm.v6i4.5501Keywords:
UMKM, Kapabilitas Pemasaran, Media Promosi, Business GatheringAbstract
Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan salah satu pilar utama perekonomian Indonesia, namun keterbatasan promosi dan jejaring kemitraan masih menjadi kendala bagi sebagian UMKM. UD Kewanku Farm merupakan UMKM budidaya perikanan, khususnya lobster air tawar, yang telah memanfaatkan media sosial dan e-commerce, tetapi belum optimal menjangkau pelanggan institusional dan calon mitra bisnis. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas promosi dan memperluas jejaring kemitraan melalui pengembangan media promosi dan business gathering. Kegiatan dilaksanakan pada 8 Juni 2026 di BG Junction, Surabaya, dengan pendekatan pendampingan partisipatif. Peserta dipilih secara purposive berdasarkan relevansinya sebagai calon pelanggan dan mitra usaha. Sebanyak 35 pelaku usaha diundang dan 32 peserta hadir dari sektor distributor, restoran, hotel, rumah makan, dan UMKM. Hasil kegiatan menunjukkan bahwa kapasitas promosi mitra diperkuat melalui tersedianya company profile, banner, brosur, katalog produk, dan kartu nama. Sementara itu, business gathering memperluas jejaring melalui interaksi langsung, pertukaran informasi dan kontak bisnis, serta penjajakan peluang kerja sama dengan calon pelanggan dan mitra usaha. Kegiatan juga memberikan masukan mengenai kebutuhan pasar dan mekanisme kemitraan. Pengabdian selanjutnya direkomendasikan berupa pendampingan dan monitoring pascakegiatan untuk menindaklanjuti jejaring yang terbentuk serta mengukur dampaknya terhadap kerja sama, perluasan pasar, dan penjualan.
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