Peningkatan Efektivitas Pemasaran Produk Purun melalui Digitalisasi Katalog di Kampung Purun, Banjarbaru Enhancing the Marketing Effectiveness of Purun Products through Catalog Digitalization in Kampung Purun, Banjarbaru

Abstract

The purun weaving craft in Kampung Purun, Banjarbaru, holds significant economic and cultural potential but faces challenges in digital marketing. One of the main obstacles for the artisan groups is the absence of standardized promotional media, which makes the online ordering process inefficient and limits their market reach. To address this issue, a community service program titled "Purun On Click" was implemented, aiming to enhance the digital marketing capacity of the artisans. This program applied the Participatory Action Research (PAR) method, which involved the active participation of four artisan groups throughout all stages, from problem identification and solution design to implementation. The main result of this program was the creation of a comprehensive digital product catalog in PDF format. This catalog is bilingual (Indonesian-English) and contains complete product information, including photos, descriptions, dimensions, and prices. Furthermore, a QR code was created and installed in the galleries to provide visitors with quick, easy access to the digital catalog. The presence of these digital assets successfully provided a practical solution to increase promotional effectiveness and streamline communication with potential buyers. This program demonstrates that simple digitalization, such as creating a catalog, can be a significant first step in assisting local craft Micro, Small, and Medium Enterprises (MSMEs) to adapt and compete in the modern era.