Pemberdayaan Masyarakat Di Sentra Produksi Hortikultura Melalui Pengembangan Keterampilan Komunikasi Pemasaran Online Sebagai Alternatif Berjualan Di Masa Pandemi Covid-19

Abstract

Sembalun as a tourist destination and at the same time a horticultural production center in East Lombok Regency, has made various efforts to promote its area, especially during the COVID-19 pandemic. One of them is through community empowerment programs in various fields. Various fields of empowerment program have been implemented. One of them is an online village introduction program. However, this program is allegedly only focused on tourism, not affecting all areas of improving the economy of the community as a whole. As is known, not only as a tourist location. Sembalun village is also famous as a supplier of food needs, especially horticulture such as vegetables, fruits, etc. So that people who do not depend on the tourism sector feel the need for special attention to market their products more broadly.

One way that can be done is by communicating all food products, especially horticulture in Sembalun District so that they can be known more widely. Communication is very important in marketing. Communication media in marketing is one of the elements that must be considered as a means of promoting a product (Cangara Hafied, 2015). Currently, the development of digital technology and media communication, which is one form of new media, is growing rapidly. However, until now, not many people in Sembalun have an in-depth understanding of online marketing communications, therefore it is necessary to conduct training related to online marketing communications in Sembalun District as an alternative to sales during the Covid-19 pandemic.