OPTIMALISASI TEKNOLOGI INFORMASI DAN KOMUNIKASI DALAM RANGKA PENGUATAN KONTEN MULTIMEDIA, DAN BRANDING BAGI KELOMPOK UMKM JAMU GENDONG "MITRA SEHAT" DESA KIRINGAN, KECAMATAN JETIS, KABUPATEN BANTUL

Abstract

Jamu Gendhong "Mitra sehat" incorporated in 1998 by Mr. Sutrisno is the first traditional herbal medicine business in Desa Kiringan, Bantul. However, changes in market trends toward online platforms and COVID-19 pandemic challenges have reduced the competitiveness and sales of this SME’s products. The purpose of this Program Kemitraan Masyarakat (PKM) is to address this problem through training and assistance regarding content production, digital marketing management, and organizational communication. This way, it is hoped that the small and medium enterprises of Jamu Gendhong “Mitra Sehat” will improve marketing quality, widen the marketing area and ensure business sustainability in the face of global competition. Program success evaluation is performed mainly to ascertain level of sustainability and implementation effectiveness over time.