Digitalisasi Produk UMKM Masyarakat Kelurahan Karangtalun Guna Meningkatkan Pemasaran Dengan Menggunakan Metode Penta Helix

  • Mochamad Rifqi Hananto Universitas Sebelas Maret
  • If Bambang Sulistyono Universitas Sebelas Maret
Keywords: UMKM, digitalization, marketing, KKN


Industrial Revolution 4.0 has a significant impact on the development of information technology.
Advances in technology and modernization have influenced various sectors, one of which is the
economic sector. Micro and Small and Medium Enterprises (MSMEs) in the home industry is
required to be able to always innovate marketing and products produced in order to remain
competitive in the changing times. Product digitalization is one of the efforts of MSME actors located in Karangtalun Village, North Cilacap District, Cilacap Regency, Central Java to improve
marketing aspects. In this case, students as intellectuals have the obligation to run the Tri Dharma
of Higher Education, one of which is community service. Through this KKN activity, students
provide assistance to SMEs in Karangtalun Village to optimize the marketing of digital-based
products. In this activity, we also use the Penta Helix method to optimize the expected results by
synergy through the village government, students as academics, SBIs, home UMKM actors, MSME
communities and Karangtarunau villages, and digital media. The method used is through a
qualitative approach preceded by a survey to inventory the problems of MSME actors, then
continued by conducting direct socialization. The results of this activity are the process of obtaining
PIRT permits, packaging updates, making product photos, and making Urban village websites that
focus on the MSME sector. This activity affects the mindset of MSME actors to be able to develop
their products for the better.