Changes in consumer behavior due to the Covid-19 pandemic have shifted to online-based purchases. Consumers who initially made transactions directly, due to the Covid-19 pandemic, changed to make transactions online. MSMEs must quickly adapt to consumer behavior changes to survive the economic downturn. Digital marketing training is a solution to help MSMEs to adapt to changes in consumer behavior and vulnerable communities to find business and entrepreneurship opportunities through digital media. The competitiveness of the barbershop market competition demands to continue to innovate and adapt quickly. The era of destruction is a challenge for businesses that have not yet migrated to use Digital Marketing as the spearhead of expanding market reach, a new habit of modern humans who prefer a practical and easily accessible way with gadgets. MSMEs must read the opportunities and quickly keep up with the pace of the market which is controlled by digital technology. The digital market requires skills, high creativity, and consistency in creating creative content so that market interest can be taken over. Digital marketing training is already a major need for MSMEs, especially small businesses haircut "Madura" so that their existence can develop in the digital market.
Usaha Pangkas Rambut Madura telah menjadi ikonik “Migrant Family Entrepreneurship” di Indonesia. Kehadiran mereka telah menjadi kekuatan ekonomi kerakyatan yang tangguh dan mandiri. Pandemi COVID-19 telah mempengaruhi pendapatan sector jasa termasuk usaha Pangkas Rambut Madura yakni 90,90%. Kegiatan pengabdian ini bertujuan memberikan solusi atas dampak pandemic dengan pelatihan manajemen kesehatan dan keselamatan kerja (k3) dan penerapannya sebagai “Value Co-Creation”. Kegiatan pengabdian ini melibatkan tiga mitra Usaha Pangkas Rambut Madura di Kota Semarang. Metode yang digunakan pada kegiatan pengabdian adalah pelatihan dan pemberian alat Manajemen Keselamatan dan Kesehatan Kerja (K3) serta IPTEK. Instrumen evaluasi kegiatan pengabdian dengan penyusunan kuesioner yang mengukur kinerja pelaksanaan program pelatihan, sedangkan instrument kinerja pemasaran dipergunakan untuk mengukur dampak positip bagi tiga mitra pengabdian. Hasil kegiatan pengabdian menunjukkan pertama, perilaku mitra pengabdian semakin patuh melaksanakan protocol Kesehatan. Kedua, mitra pengabdian mampu praktik manajemen K3. Ketiga, Mereka memasukan konsep penciptaan Value Co-Creation dalam praktik bisnis mereka. Keempat, mereka mampu meningkatkan kinerja usaha dengan praktik manajemen K3 dan konsep penciptaan Value Co-Creation. K3 Management Training and Its Application as "Value Co-Creation" During the Covid-19 Pandemic (Case Study on Madura Barbershop in Semarang City) The Madura Barbershop has become an iconic “Migrant Family Entrepreneurship” in Indonesia. Their presence has become a strong and independent people's economic force. The COVID-19 pandemic has affected the revenue of the service sector, including the Madura Barbershop business, which is 90.90%. This service activity aims to provide solutions to the impact of the pandemic with occupational Health, Safety and Environment (HSE) management training and its application as "Value Co-Creation". This service activity involves three partners of the Madura Barber Shop in Semarang City. The method used in service activities is training and providing management tools for Occupational Health, Safety and Environment (HSE) and science and technology. The instrument for evaluating service activities is by compiling a questionnaire that measures the performance of the implementation of the training program, while the marketing performance instrument is used to measure the positive impact for the three service partners. The results of service activities show that first, the behavior of service partners is increasingly obedient in implementing the Health protocol. Second, service partners are able to practice HSE management. Third, they incorporate the concept of Value Co-Creation in their business practices. Fourth, they are able to improve business performance with HSE management practices and the concept of Value Co-Creation.
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