Pengayaan Kemampuan Pemasaran dan Kewirausahaan Peternak Domba Desa Sumbersawit Kabupaten Magetan

https://doi.org/10.35912/yumary.v5i4.3676
Published: Jun 18, 2025

Abstract:

Purpose: This study aimed to enhance the entrepreneurial mindset and marketing skills of goat farmers in Sumbersawit Village, Magetan, through a community service initiative focused on digital marketing, social media use, and innovative livestock product management.

Research methodology: Conducted in Sumbersawit Village, the program involved 20 goat farmers. This approach includes workshops on entrepreneurial motivation, digital marketing, and social media tools. Canva was introduced for content creation, and Instagram Ads for market reach expansion. Participants also engaged in hands-on sessions and designed campaigns on platforms such as Instagram and Tokopedia.

Results: The program significantly improved participants’ entrepreneurial awareness and digital marketing competencies. Farmers successfully learned to create promotional materials using Canva and were able to broaden their reach through Instagram Ads. Around 80% of participants expressed interest in diversifying their livestock businesses, 60% planned to utilize goat waste for organic fertilizer, and 50% applied Instagram Ads to promote products online.

Conclusions: This initiative boosted local entrepreneurship and digital literacy. Farmers demonstrated improved skills in using Canva and Instagram Insights to develop creative and impactful content. These changes are expected to increase income and expand customer reach. However, continued mentoring is essential for sustained application and innovation.

Limitations: Limited digital exposure among the participants required extended training times. Additionally, the scope of the study —goat farmers in a single village—may limit its applicability to other agricultural sectors or regions.

Contribution: This study offers a model for applying digital marketing to rural entrepreneurship. This highlights how accessible technologies can empower farmers and bridge rural-to-urban market gaps.

Keywords:
1. Digital Marketing
2. Entrepreneurship
3. Livestock Management
4. Rural Development
5. Social Media Marketing
Authors:
1 . Yetty Dwi Lestari
2 . Febriana Wurjaningrum
3 . Tuwanku Aria Auliandri
4 . Ahmad Rizki Sridadi
5 . Nurullaily Kartika
6 . Dunga Dwi Barinta
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How to Cite
Lestari, Y. D., Wurjaningrum, F., Auliandri, T. A., Sridadi, A. R., Kartika, N., & Barinta, D. D. (2025). Pengayaan Kemampuan Pemasaran dan Kewirausahaan Peternak Domba Desa Sumbersawit Kabupaten Magetan. Yumary: Jurnal Pengabdian Kepada Masyarakat, 5(4), 801–810. https://doi.org/10.35912/yumary.v5i4.3676
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Vol. 5 No. 4 (2025): Juni
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References

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  2. Alimuddin, Sarjan, M., Heryanto, H., Anton, A., Mukhlis, A., Murad, M., . . . Priyati, A. (2024). Model Pengembangan Peternakan Rakyat Terintegrasi yang Ramah Lingkungan Menuju Peternakan Berkelanjutan di Nusa Tenggara Barat (Kajian Epistemologi dengan Pendekatan Sistem). JAS (Jurnal Agri Sains), 8(2), 312-323. doi:https://doi.org/10.36355/jas.v8i2.1646
  3. Armstrong, G., & Kotler, P. (2014). Principles of Marketing. Melbourne: Pearson Education.
  4. BPS. (2024). Produksi Daging Domba Menurut Provinsi (Ton) Tahun 2021-2023. Retrieved from https://www.bps.go.id/id/statistics-table/2/NDgzIzI=/produksi-daging-domba-menurut-provinsi.html
  5. BPS. (2025). Populasi Domba Menurut Provinsi (Ekor) Tahun 2024. Retrieved from https://www.bps.go.id/id/statistics-table/2/NDczIzI=/populasi-domba-menurut-provinsi.html
  6. Carter, S., Mwaura, S., Ram, M., Trehan, K., & Jones, T. (2015). Barriers to Ethnic Minority and Women’s Enterprise: Existing Evidence, Policy Tensions and Unsettled Questions. International Small Business Journal, 33(1), 49-69. doi:https://doi.org/10.1177/0266242614556823
  7. Dewi, R. A., Ardiansyah, M. R., Padilah, P., Rustam, S. S., Maesaroh, L., Sulastri, R., . . . Fauziah, R. (2023). Pemanfaatan Teknologi Digital dalam Peningkatan Daya Saing UMKM di Desa Wangun Harja. Jurnal Pengabdian Kepada Masyarakat Babakti, 3(2). doi:https://doi.org/10.53675/babakti.v3i2.1287
  8. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., . . . Krishen, A. S. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International International Journal of Information Management, 59, 1-37. doi:https://doi.org/10.1016/j.ijinfomgt.2020.102168
  9. Frese, M., & Gielnik, M. M. (2014). The Psychology of Entrepreneurship. Annual Review of Organizational Psychology and Organizational Behavior, 1(1), 413-438. doi:https://doi.org/10.1146/annurev-orgpsych-031413-091326
  10. Guterres, A. (2023). The Sustainable Development Goals Report 2023: Special Edition. New York: United Nations.
  11. Hasan, H., Haliah, & Fahdal, M. A. (2022). Pemberdayaan Masyarakat UMKM Sulawesi dalam Implementasi Digitalisasi UMKM. Yumary: Jurnal Pengabdian Kepada Masyarakat, 3(1), 43-50. doi:https://doi.org/10.35912/yumary.v3i1.1225
  12. Li, H., Yang, Z., Jin, C., & Wang, J. (2023). How an Industrial Internet Platform Empowers the Digital Transformation of SMEs: Theoretical Mechanism and Business Model. Journal of Knowledge Management, 27(1), 105-120. doi:https://doi.org/10.1108/JKM-09-2022-0757
  13. Maulana, A., Novalia, N., Rosa, A., & Yunita, D. (2021). Peningkatan Kapasitas Wirausaha Desa Melalui Pelatihan Pembuatan Rencana Bisnis. Yumary: Jurnal Pengabdian Kepada Masyarakat, 2(3), 133-142. doi:https://doi.org/10.35912/yumary.v2i3.674
  14. Min, S. A., & Kim, B. Y. (2021). SMEs' Digital Transformation Competencies on Platform Empowerment: A Case Study in South Korea. The Journal of Asian Finance, Economics and Business, 8(6), 897-907. doi:https://doi.org/10.13106/jafeb.2021.vol8.no6.0897
  15. Omrani, N., Rejeb, N., Maalaoui, A., Dabi?, M., & Kraus, S. (2022). Drivers of Digital Transformation in SMEs. IEEE Transactions on Engineering Management, 71, 5030-5043. doi:https://doi.org/10.1109/TEM.2022.3215727
  16. Prasetiasari, C., Suwalla, N., Lubis, I. H., Andrini, A. R., Delviane, A., Sitohang, C. P., . . . Gaol, F. L. (2023). Pentingnya Kesadaran Hukum Masyarakat untuk Meningkatkan Daya Saing Usaha Mikro, Kecil dan Menengah (UMKM) di Era Digital pada Kelurahan Sembulang Kecamatan Rempang Pulau Galang Kota Batam. Yumary: Jurnal Pengabdian Kepada Masyarakat, 4(1), 19-25. doi:https://doi.org/10.35912/yumary.v4i1.2376
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  18. Robiansyah, A., & Karim, M. (2020). Strategi Pemasaran Domba Garut (Ovies Aries) di SBA Farm Kabupaten Garut. Jurnal Bioindustri, 3(1), 544-558. doi:https://doi.org/10.31326/jbio.v3i1.747
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  20. Saputra, R., Adiprasetya, F., & Pulungan, P. (2024). Proyek Pemasaran Digital di Sosial Media dan E-Commerce Melalui Pembuatan Content Marketing dan Advertising Campaign Untuk Meningkatkan Brand Awareness Racabel. Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(5), 149-163. doi:https://doi.org/10.61132/maeswara.v2i5.1292
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  22. Springmann, M., Clark, M., Mason-D’Croz, D., Wiebe, K., Bodirsky, B. L., Lassaletta, L., . . . Carlson, K. M. (2018). Options for Keeping the Food System within Environmental Limits. Nature, 562, 519-525. doi:https://doi.org/10.1038/s41586-018-0594-0
  23. Sukiman. (2022). Community Barriers and Challenges in Adopting Digital Technology: A Case Analysis on Vulnerable Groups. Ganaya: Jurnal Ilmu Sosial dan Humaniora, 5(4), 394-403. doi:https://doi.org/10.37329/ganaya.v5i4.2751
  24. Tarmizi, A., & Solihin, A. (2025). Pelatihan Kewirausahaan dan Pemasaran Digital Untuk Meningkatkan Keterampilan Pelaku UMKM Tenaga Kerja Mandiri Pemula (TKMP), Jakarta Barat. Pengabdian Kepada Masyarakat Indonesia, 3(1), 7-13. doi:https://doi.org/10.58471/abdimassean.v3i01.630
  25. Wisnuaji, P. T., Rachmawati, D., & Sudari, S. A. (2023). Penerapan Digital Marketing untuk Peningkatan Pemasaran UKM Heppi Kitchen Depok. Yumary: Jurnal Pengabdian Kepada Masyarakat, 3(3), 139-146. doi:https://doi.org/10.35912/yumary.v3i3.1767