PENINGKATAN POTENSI KEWIRAUSAHAAN PRODUK LOKAL MELALUI PEMASARAN DIGITAL DESA CIKERUH JATINANGOR
Authors: Buchari Rd. Ahmad , Darmawan Ivan 
Published: July 2020

Kecamatan Jatinangor saat ini dikenal dengan kawasan pendidikan berkat hadirnya beberapa Universitas maupun institut skala nasional seperti, UNPAD, ITB, IPDN, dan IKOPIN. Desa Cikeruh sendiri merupakan salah satu dari delapan desa yang terdapat di Jatinangor, keberadaan kampus-kampus tersebut yang sangat dekat dengan Desa Cikeruh turut mempengaruhi perkembangan sosial dan ekonomi di Desa Cikeruh. Masyarakat Desa Cikeruh memiliki mata pencaharian yang hampir merata di sektor wirausaha, pertanian, jasa, dan transportasi. Adapun sebagian produk-produk yang dihasilkan meliputi makanan ringan, yakni kripik pangsit, yoghurt, dan rengginang. Permasalahan yang dialami oleh masyarakat yang berwirausaha berupa kurangnya pengetahuan dan pemahaman serta akses untuk mempromosikan produk-produk tersebut menggunakan media sosial sehingga mengakibatkan penjualan yang dilakukan kurang maksimal dan penghasilan masyarakat tidak berkembang. Untuk mengatasi hal tersebut pemerintah setempat dapat meningkatkan potensi wirausaha masyarakat Desa Cikeruh melalui kebijakan mikro dan budaya, penyediaan fasilitas, memberikan pendidikan dan pengetahuan kepada masyarakat bekerja sama dengan kampus-kampus sekitar. Pemerintah juga perlu memberikan perhatian kepada para wirausahawan agar dapat menggunakan media sosial sebagai media pemasaran sehingga dapat mengekspansi pasar lebih luas yang pada akhirnya akan membantu perekonomian masyarakat Desa Cikeruh. Jatinangor district is currently known as an educational area due to the presence of several universities and national scale institutes such as UNPAD, ITB, IPDN, and IKOPIN. Cikeruh Village itself is one of eight villages located in Jatinangor, the existence of these universities which are very close to Cikeruh Village also influenced the social and economic development of Cikeruh Village. The people of Cikeruh Village have almost equal livelihoods in the entrepreneurship, agriculture, services and transportation sectors. Some of the products produced include snacks, namely dumpling chips, yogurt, and rengginang. Problems experienced by entrepreneurs are in the form of lack of knowledge and understanding as well as access to promote these products using social media resulting in sales that are made less than the maximum and the income of the community is not developing. Therefore, the entrepreneurial potential needs to be increased using digital-based marketing or through online media. Digital-based marketing using social media is one of the effective potential in promoting business quickly, easily, and cheaply. In this case, the local government can increase the entrepreneurial potential of the Cikeruh Village community through micro and cultural policies, the provision of supporting facilities, as well as providing education and knowledge to the community in collaboration with surrounding universities. The government also needs to pay attention to entrepreneurs in order to be able to use social media as a marketing medium so that it can expand the wider market which will ultimately help the economy of the Cikeruh Village community.