Putri Aulia Reninda H/ Indonesian Literature/ 13010122130050
Branjang Village, West Ungaran—Students from the Indonesian Literature Program at Diponegoro University (Undip), who are part of the 107th Thematic Community Service Program (KKN-T) team, designed an innovative program titled Integrated Digital Promotion Strategy to support the development and marketing of MSME products in the aquascape field, namely Antoaquarium & Art. This program provides a comprehensive solution to the challenges of digitalization and online marketing, which remain obstacles for local SMEs.
The program was initiated by Putri Aulia Reninda Hanumsari (22), a student in the Indonesian Literature Study Program, who recognized the importance of digital transformation as the key to expanding the market reach of SMEs. Together with her peers in the KKN-T 107 Team, Aulia designed a strategy that utilizes various digital platforms as marketing communication media that are not only visually appealing but also effective in reaching a wider target market. In its implementation, this program received guidance from three Field Supervisors (DPL), namely Gani Nur Pramudyo, M.Hum., Muhammad Hamdan Mukafi, S.S., M.A., and Siti Komariya, S.S., M.A.
The main focus of this program is to optimize the use of digital media as an effective means of promotion and marketing. Digital media is no longer considered merely a supplement, but rather a key strategy in building brand awareness and expanding consumer reach. With a systematic and measurable approach, digital promotion is expected to increase product visibility, shape positive perceptions of quality, and expand market segmentation.
Through an integrated marketing digitalization approach, this program also addresses the gap in the utilization of digital technology, which has not been optimally utilized by aquascape MSME players. Many of them are not yet aware that digital media can be an effective promotional platform to convey the superiority of products, the manufacturing process, and the aesthetic value of aquascape directly to potential consumers.
The use of an integrated content marketing strategy is a new method of introducing MSMEs to the digital realm, allowing consumers to have a more in-depth experience, not only seeing the products but also understanding the creative process and artistic value contained in each aquascape design.
The content created by Putri successfully attracted the attention of Instagram and TikTok users with impressive results. The promotional videos and creative content uploaded managed to reach more than 50 thousand viewers, demonstrating the effectiveness of the digital marketing strategy implemented.
The results of the program show very positive achievements. The SME’s social media accounts have been optimized with higher quality content and increased engagement. The digital marketing strategy has been implemented effectively and is starting to show an increase in inquiries from potential customers. In addition, SME owners are beginning to understand the importance of consistency in posting content and interacting with followers as the key to successful digital marketing.
Through this program, Undip KKN-T 107 students contributed to strengthening the local MSME sector. By combining digital communication approaches, social media management, and online marketing strategies, it is hoped that Antoaquarium & Art can develop into an independent, sustainable business that can have a positive impact on the community of Branjang Village, West Ungaran District.
This KKN activity received full support from Dr. Sukarjo Waluyo, M.Hum., as the Head of the Indonesian Literature Program at FIB Undip. He also hopes that this activity will serve as a catalyst for more contributions from students in other Indonesian Literature programs.