Pelatihan Komunikasi Persuasif Dalam Menarik Minat Konsumen Pada Komunitas Wirausaha Perempuan

Abstract

The women’s entrepreneurial community in Johar Baru Subdistrict, Central Jakarta consists of approximately 30 underprivileged entrepreneurs fostered by Yayasan Senyum Ibu Indonesia (YSII). The problem in the partner environment is the number of community members who do not use promotional media on social media. Even if anyone uses social media, just rely on promotions on whatsapp groups. They do not have enough about communication technology, especially the features on social media and their functions and uses. Therefore, they do not understand marketing and business communication and carry out persuasive product promotions in attracting consumer interest on social media. The purpose of holding this PKM is that the Women Entrepreneurs Community in Johar Baru District, Central Jakarta can activate on social media, so that their business activities are published to citizens. The PKM method is carried out online through the zoom application by providing a balanced time between material and discussion with participants. The result of this activity is that persuasive communication training in attracting consumers can improve UMKM skills in using social media while increasing the number of sales. The participants are also equipped with the importance of educational content on social media to increase consumer interest in buying products. Komunitas perempuan wirausaha di Kecamatan Johar Baru, Jakarta Pusat terdiri dari kurang lebih 30 pengusaha prasejahtera binaan Yayasan Senyum Ibu Indonesia (YSII). Permasalahan di lingkungan mitra adalah banyaknya anggota masyarakat yang tidak menggunakan media promosi di media sosial. Kalaupun ada yang menggunakan media sosial, hanya mengandalkan promosi di grup whatsapp. Mereka tidak memiliki cukup pengetahuan tentang teknologi komunikasi, terutama fitur-fitur di media sosial serta fungsi dan kegunaannya. Oleh karena itu, mereka kurang memahami pemasaran dan komunikasi bisnis serta melakukan promosi produk secara persuasif dalam menarik minat konsumen di media sosial. Tujuan diadakannya PKM ini agar Komunitas Wanita Pengusaha di Kecamatan Johar Baru, Jakarta Pusat dapat aktif di media sosial, sehingga kegiatan usahanya terpublikasi kepada warga. Metode PKM dilakukan secara online melalui aplikasi zoom dengan memberikan waktu yang seimbang antara materi dan diskusi dengan peserta. Hasil dari kegiatan ini adalah pelatihan komunikasi persuasif dalam menarik konsumen dapat meningkatkan keterampilan UMKM dalam menggunakan media sosial sekaligus meningkatkan jumlah penjualan. Para peserta juga dibekali dengan pentingnya konten edukasi di media sosial untuk meningkatkan minat konsumen dalam membeli produk.

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