PENGUATAN KAPASITAS PEMASARAN DIGITAL UMKM IDALICIOUS MELALUI META ADS DAN GASTRODIPLOMASI
DOI:
https://doi.org/10.54964/manajemenusni.v12i1.786Keywords:
Digital Marketing , gastrodiplomacy , MSME, Meta ads, traditional foodAbstract
This community engagement study evaluates a capacity-building program that integrates cultural storytelling, Meta Ads, and digital business management for Idalicious, a home-based traditional snack enterprise in Ciledug, Tangerang. The program used participatory training, demonstrations, guided practice, and mentoring. Evidence comprised activity records, participant work, and an eight-item Meta Ads post-test completed by seven participants. Descriptive analysis showed a mean score of 80.57, a median of 72, and a range of 72–96. All participants correctly understood digital reach, professional-account requirements, audience targeting, and the importance of a three-second hook. Lower mastery was observed in selecting the campaign objective for WhatsApp conversations and in determining a realistic beginner budget. The program’s novelty lies in connecting paid digital advertising with gastrodiplomacy storytelling so that traditional foods are promoted through both measurable audience targeting and cultural differentiation. The findings support focused follow-up mentoring on campaign setup, budget testing, and performance optimization. Because no verified pre-test data were available, the results indicate post-training mastery rather than causal improvement.
Keywords: digital marketing, gastrodiplomacy, Meta Ads, MSME capacity, traditional food
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