Optimalisasi Pemasaran Digital Berbasis Canva dan Prompt AI dalam Program Penguatan P2MI-BK Bagi Purna PMI Desa Ampelsari Kebumen

Dani Rizana; Akmil Sugiantoro; Reni Suci Wahyuni; Kuswahyudi Rustam

doi:10.59061/abdimasterapan.v4i1.1498

Authors

Dani Rizana Universitas Putra Bangsa
Akmil Sugiantoro Universitas Putra Bangsa
Reni Suci Wahyuni Politeknik Sawunggalih Aji
Kuswahyudi Rustam Politeknik Sawunggalih Aji

DOI:

https://doi.org/10.59061/abdimasterapan.v4i1.1498

Keywords:

Canva AI, Digital Marketing, Micro Enterprises, P2MI-BK, Retired Indonesian Migrant Workers

Abstract

Former Indonesian Migrant Workers (PMI) often face serious challenges in the form of economic shocks and financial vulnerability upon returning to their hometowns. The Community-Based Strengthening Protection of Indonesian Migrant Workers (P2MI-BK) program, initiated by Lakpesdam PBNU, provides economic protection to transform the assets of former PMI workers into productive micro-enterprises. However, 25 former PMI entrepreneurs in Ampelsari Village, Kebumen District, still face challenges due to a digital literacy gap and limited ability to produce engaging digital promotional media. This community service activity aims to optimize digital marketing strategies (digital presence) and improve creative visual content creation skills using the Canva application integrated with Generative Prompt AI technology. The method used is the Asset-Based Community Development (ABCD) approach combined with participatory training (andragogy), consisting of sessions explaining marketing strategy concepts (20%) and guided independent practice and interactive evaluation (80%). The results of the community service show that the training was successfully completed with a 100% target achievement rate. The use of AI-based features, such as Magic Write for copywriting and Magic Design for automated visualization, has been proven to reduce creative content production time by up to 50% while simultaneously breaking down the technology anxiety barrier for novice entrepreneurs. The evaluation phase, which included self-presentations and direct corrections by the facilitator, successfully shifted participants' thinking regarding the importance of visual hierarchy and brand identity aesthetics. As a sustainability measure, a post-training digital communication group was formed as a long-term business incubation medium so that the micro-enterprise community of former Indonesian Migrant Workers (PMI) in Ampelsari Village has a strong competitive advantage in sustainably supporting family economic independence.

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