Peningkatan Daya Saing Usaha Melalui Optimalisasi Digital Marketing dan Manajemen Risiko Produk pada Ratu Kosmetik di Rokan Hulu

Abstrak

This community service aims to assist "Ratu Kosmetik," a local cosmetic business in Rokan Hulu, in overcoming challenges related to tight market competition and inventory management risks. The problems identified include high promotional costs with unmeasured results and the risk of financial loss due to expired products. The methods used in this activity were observation, interviews with the business owner, and training on digital marketing strategies and inventory control. The results show that the partner has successfully implemented a structured content calendar for social media promotion, utilizing monthly events like "Payday Sales" to increase customer engagement. Additionally, the partner has improved operational efficiency by implementing stricter stock checks to mitigate the risk of expired and fake products. In conclusion, the optimization of digital marketing and inventory management has significantly strengthened the partner's competitiveness and business sustainability.