GOOGLE PROFILE BUSINESS DAN GOOGLE SITES SEBAGAI MEDIA PROMOSI DIGITAL PADA UMKM KELURAHAN BALOWERTI
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Abstract
Abstrak— Rendahnya literasi digital pada pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Kelurahan Balowerti menyebabkan keterbatasan jangkauan pasar yang signifikan. Pengabdian ini bertujuan untuk mengimplementasikan serta mengukur efektivitas penggunaan Google Business Profile dan Google Sites sebagai instrumen promosi digital. Metode pelaksanaan menggunakan pendekatan deskriptif kuantitatif dengan desain one-group pretest-posttest pada 20 pelaku UMKM terpilih. Data dikumpulkan melalui observasi checklist ketersediaan aset digital dan wawancara terstruktur, kemudian dianalisis menggunakan statistik deskriptif persentase. Hasil kegiatan menunjukkan peningkatan signifikan pada digitalisasi usaha, di mana kepemilikan akun Google Maps meningkat dari 25% menjadi 80% dan kepemilikan website katalog meningkat dari 20% menjadi 90%. Evaluasi pasca-kegiatan menunjukkan bahwa 60% unit usaha berhasil muncul pada pencarian Google dalam radius 1–3 km, dan 50% mitra melaporkan adanya peningkatan interaksi pelanggan dalam kurun waktu dua minggu. Disimpulkan bahwa integrasi Google Business Profile dan Google Sites efektif meningkatkan visibilitas digital UMKM secara terukur meskipun terdapat tantangan dalam proses verifikasi fisik.
Kata Kunci— Digitalisasi UMKM, Google Business Profile, Google Sites, Pemasaran Digital, KKN, SDGs
Abstract— Low digital literacy among Micro, Small, and Medium Enterprises (MSMEs) in Balowerti Village has resulted in limited market reach. This community service project aims to implement and measure the effectiveness of using Google Business Profile and Google Sites as digital promotional media. The implementation method uses a quantitative descriptive approach with a one-group pretest-posttest design on 20 MSME actors. Data was collected through observation of a digital asset availability checklist and structured interviews, then analyzed using descriptive percentage statistics. The results showed a significant increase in business digitization, where Google Maps account ownership increased from 25% to 80% and catalog website ownership increased from 20% to 90%. Post-activity evaluation showed that 60% of business units successfully appeared on Google searches within a 1–3 km radius, and 50% of partners reported an increase in customer interaction within two weeks. It was concluded that the integration of Google Business Profile and Google Sites effectively increased the digital visibility of MSMEs, despite challenges in the physical verification process.
Keywords— Digitalization of MSMEs, Google Business Profile, Google Sites, Digital Marketing, Community Service Program, SDGs
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