“STRATEGI PENINGKATAN PENDAPATAN ASLI DESA (PAD) MELALUI PEMASARAN DIGITAL PRODUK UNGGULAN BERBASIS SUMBER DAYA LOKAL DI DESA LUBUK LEBAN”

Abstrak

Desa Lubuk Leban memiliki banyak sumber daya lokal seperti hasil pertanian dan produk khas yang diolah oleh masyarakat. Meski begitu, potensi ini belum dimanfaatkan sepenuhnya untuk meningkatkan Pendapatan Asli Desa (PAD) akibat terbatasnya strategi pemasaran yang ada. Kegiatan Pengabdian kepada Masyarakat yang dilaksanakan oleh mahasiswa KKN Universitas Baturaja Angkatan Ke-XXXV bertujuan mengenalkan dan menerapkan pendekatan pemasaran digital sebagai solusi dari masalah ini. Kegiatan ini dibagi menjadi tiga tahap: persiapan, pelaksanaan, dan evaluasi. Pada tahap pelaksanaan, dilakukan pelatihan pembuatan produk unggulan desa seperti puding jeruk, kue kering daun kelor, dan kerajinan dari kulit jagung, serta pemanfaatan media sosial seperti Facebook, Instagram, dan platform e-commerce lokal untuk mempromosikan produk. Pelatihan dilaksanakan secara partisipatif agar masyarakat bisa memahami dan mengelola platform digital secara mandiri. Hasil dari kegiatan ini menunjukkan bahwa masyarakat desa sangat antusias dan meningkatnya pemahaman mereka tentang pemasaran digital. Dengan strategi yang tepat, penggunaan teknologi digital dapat mendorong pertumbuhan ekonomi lokal, meningkatkan PAD, serta mewujudkan pembangunan desa yang berkelanjutan.

Lubuk Leban village has many local resources such as agricultural products and typical goods processed by the community. However, this potential has not been fully utilized to increase the Village Original Income (PAD) due to the limited marketing strategies available. The Community Service activities conducted by the 35th batch of KKN students from Baturaja University aim to introduce and implement a digital marketing approach as a solution to this problem. This activity is divided into three stages: preparation, implementation, and evaluation. In the implementation stage, training was conducted for creating village superior products such as orange pudding, moringa leaf cookies, and crafts from corn husks, as well as utilizing social media platforms like Facebook, Instagram, and local e-commerce platforms to promote the products. The training was carried out participatively so that the community could understand and manage digital platforms independently. The results of this activity showed that the village community was very enthusiastic, and their understanding of digital marketing increased. With the right strategy, the use of digital technology can drive local economic growth, increase regional own-source revenue (PAD), and realize sustainable village development.