Training on innovative topping development and digital marketing for Yammie Ayam vendors

Novi Trilisiana, Endang Mulyatiningsih, Prihastuti Ekawatiningsih, S. Sunarni

Abstract


This community service program was conducted in Kapanewon Pengasih, Kulon Progo, focusing on enhancing the creativity and digital marketing skills of local mie ayam (chicken noodle) vendors. This program aimed to assist mie ayam vendors in creating innovative topping variations and expanding their market reach through digital marketing. This initiative was prompted by the limited menu variety and the vendors' lack of knowledge about online marketing, which resulted in low competitiveness and negative consumer reviews. The methods used included training in mie ayam topping development, such as teriyaki chicken, crispy fried chicken, and mushrooms, and digital marketing strategies through social media. The findings from this activity showed increased product creativity, with new topping variations favored by consumers, and an improvement in participants' ability to utilize social media for promotion. The evaluation results indicated that participants felt more confident in growing their businesses, with increased social media engagement and a rise in customers. This community service is expected to provide practical contributions to supporting the development of local culinary businesses in the digital era.

Keywords


culinary creativity; digital marketing; mie ayam; small business

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DOI: https://doi.org/10.17509/dedicated.v2i2.74794

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Dedicated: Journal of Community Services (Pengabdian kepada Masyarakat)
Published by Faculty of Educational Sciences - Universitas Pendidikan Indonesia
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