EDUKASI PENGGUNAAN SHOPEE DAN SHOPEE LIVE UNTUK PENJUALAN ONLINE DI PASAR BERINGHARJO YOGYAKARTA

Abstract

The advancement of digital technology has influenced marketing practices among micro, small, and medium enterprises, including the adoption of online marketplaces like Shopee. However, traders in traditional markets are still less prepared to implement digital marketing strategies. This community service activity aims to enhance the knowledge and practical skills of traders at Beringharjo Market, Yogyakarta, in utilizing the Shopee application and Shopee Live features for online sales. This activity was conducted using observation methods, semi-structured interviews, and documentation carried out during the processes of socialization, training, mentoring, as well as monitoring and evaluation. The results of the activities show that the merchants' understanding of the concept of digital marketing and the operational system of Shopee is still limited. Although the participants gained basic knowledge about the application, this is not enough to encourage the adoption of sustainable online selling practices. With an educational approach to provide understanding of the use of Shopee and Shopee Live, it is hoped that traders will have better knowledge and be willing to use it as an alternative sales method, thereby increasing sales turnover. The results of this community service activity indicate that the level of digital sales adoption is still low, so it is hoped that this activity will improve digital literacy, which can influence the intention to use the Shopee application, thereby supporting digital transformation among traditional market traders.