Implementasi Google Business Profile untuk Optimalisasi Strategi Pemasaran UMKM di Era Digital

Abstract

Digital marketing visibility remains a major challenge for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, as most business actors still rely on conventional promotion methods and have not optimized online platforms to reach potential customers. This Community Service Program was conducted for MSMEs affiliated with the Paguyuban Ngoro Apik in Mojokerto Regency, Indonesia, with the objective of strengthening digital marketing capacity through the implementation and optimization of Google Business Profile (GBP). The program employed a participatory approach consisting of needs assessment, development of a practical training module, hands-on training, implementation assistance, and monitoring and evaluation. Participants were guided through business profile registration, completion of business information, photo and product catalog management, and strategies for obtaining and responding to customer reviews. The results show that participants were able to register and optimize their business profiles, improving their understanding of the importance of online visibility and reputation management. The implementation of GBP also expanded local market reach, accelerated interaction with prospective customers, and strengthened brand reputation. These findings indicate that Google Business Profile optimization can serve as a practical and low-cost solution to support the digital transformation of MSME marketing toward a more professional, effective, and sustainable model.