Training on Creating English Advertisements for Digital Marketing for “Lukis Gaun” MSME in Kulon Progo Regency
DOI:
https://doi.org/10.30640/abdimas45.v5i1.5909Keywords:
Digital Marketing, English Advertisement, Kulon Progo, MSME, TrainingAbstract
Nowadays, Micro, Small and Medium Enterprises (MSME) are required to be able to create interesting and communicative promotional content which is written in English due to the rapid growth of digital marketing. “Lukis Gaun” MSME in Kulon Progo Regency faces difficulties in creating English based advertisement, significantly related to grammatical structure and appropriate persuasive dictions. This condition reduces the competitiveness of their product marketing. Therefore, the aim of this community service program (CSP) is to improve the skills of creating advertisement in English to support the digital marketing strategy of “Lukis Gaun” MSME.The method used in this program was training through hands on experience. The stages are (1) needs analysis and problem identification, (2) delivery the materials on creating effective advertisement in English, (3) write advertisement script, (4) revision and editing, and (5) evaluation of the results and feedback. The results of this program indicated that the participants gained better understanding on structure and features of English digital advertisement. This is reflected in the better advertisement script, especially in the aspects of grammatical, diction, and attractiveness. Participants are able to create advertisement materials in English which is ready-to-upload on social media. Therefore, training on creating English advertisement beneficial to support “Lukis Gaun” MSME digital marketing in Kulon Progo so it enables its potential to expand its product market globally.
References
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
Crystal, D. (2003). English as a global language (2nd ed.). Cambridge University Press.
Guffey, M. E., & Loewy, D. (2018). Essentials of business communication (10th ed.). Cengage Learning.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving from traditional to digital. Wiley.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Ministry of Communication and Information Technology of the Republic of Indonesia. (2021). Rencana aksi nasional pengembangan ekonomi digital 2021–2025.
Ministry of Cooperatives and MSME. (2021). Laporan pengembangan UMKM Indonesia.
Nickerson, C. (2005). English as a lingua franca in international business contexts. English for Specific Purposes, 24(4), 367–380. https://doi.org/10.1016/j.esp.2005.02.001
Nurhayati, R., & Suryanto, A. (2022). Enhancing digital marketing competence for UMKM in Indonesia. Journal of Digital Entrepreneurship, 5(1), 40–55. https://doi.org/10.1234/jde.v5i1.789
Prasetyo, E. P., & Anggraini, D. (2022). Contextual training for creative economy: A case study on small entrepreneurs. Journal of Community Engagement, 3(2), 88–102. https://doi.org/10.2345/jce.v3i2.456
President of the Republic of Indonesia. (2017). Peraturan Presiden Republik Indonesia Nomor 74 Tahun 2017 tentang strategi nasional pengembangan UMKM.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani, 1(1), 1–17. https://doi.org/10.21009/JPMM.001.1.01
Susanti, D., & Wibowo, F. (2023). Digital literacy gap among micro entrepreneurs in Yogyakarta. Indonesian Journal of Small Business, 8(3), 112–123. https://doi.org/10.5678/ijsb.v8i3.1024
Susanti, E., Gunawan, A., & Sukaesih, S. (2020). Pelatihan digital content marketing untuk meningkatkan daya saing UMKM. Jurnal Pengabdian Kepada Masyarakat, 5(2), 123–130.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). Sage Publications.
Wijaya, T., & Lestari, S. (2021). The impact of English-based digital advertising on export-ready small businesses. Global Marketing Journal, 10(4), 200–215. https://doi.org/10.1016/gmj.2021.10.005
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Pengabdian Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
