PELATIHAN PENULISAN DESKRIPSI PRODUK PADA KEMASAN UNTUK MENINGKATKAN NILAI KONVERSI PENJUALAN PRODUK UMKM
DOI:
https://doi.org/10.38048/jailcb.v6i3.5591Keywords:
Copywriting, Deskripsi Produk, Kemasan , UMKMAbstract
UMKM “Podo Senang” di Kabupaten Semarang menghadapi kendala rendahnya konversi penjualan produk keripik yang selama ini dipasarkan dengan model Business to Customer (B2C) melalui strategi luring, khususnya promosi dari mulut ke mulut. Permasalahan ini berdampak pada terbatasnya jangkauan pasar dan kurang optimalnya daya saing produk. Program pengabdian masyarakat ini bertujuan untuk meningkatkan konversi penjualan melalui pelatihan penulisan deskripsi produk (copywriting) pada kemasan, sehingga lebih menarik, persuasif, dan informatif. Mitra kegiatan adalah UMKM “Podo Senang” yang memproduksi berbagai keripik berbahan lokal, antara lain kacang hijau, kacang tanah, dan pisang. Metode pelaksanaan meliputi lokakarya partisipatif, diskusi interaktif, praktik menulis, serta pendampingan intensif dalam penyusunan deskripsi produk baru. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada penilaian daya tarik produk, dengan rata-rata skor meningkat dari 61 (pre-test) menjadi 83,3% (post-test). Temuan ini mengindikasikan bahwa copywriting efektif dalam memperkuat kemasan dan meningkatkan konversi penjualan UMKM.
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