Pelatihan Pemanfaatan Google Trends untuk Mendukung Keputusan Pemasaran Berbasis Data pada Pelaku UMKM di Kabupaten Kebumen: Google Trends Utilization Training to Support Data-Driven Marketing Decision among MSMEs in Kebumen Regency

Augistri Putri; Anggit Gusti Nugraheni; Wahyuni Windasari

doi:10.25077/bina.v9i3.926

Authors

Augistri Putri Program Studi Sains Data, Universitas Putra Bangsa, Kebumen, Indonesia
Anggit Gusti Nugraheni Program Studi Ilmu Komputer, Universitas Putra Bangsa, Kebumen, Indonesia
Wahyuni Windasari Program Studi Sains Data, Universitas Putra Bangsa, Kebumen, Indonesia

DOI:

https://doi.org/10.25077/bina.v9i3.926

Keywords:

google trends, MSMES, data-driven decision making, digital marketing, digital literacy

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in economic growth, yet many still face limitations in adopting data-driven marketing decisions due to low digital literacy and constraints in analyzing market information. This community service program aimed to enhance the knowledge and practical skills of MSME actors in Kebumen Regency by leveraging Google Trends as an accessible data source to support data-driven decision-making in marketing. The program was conducted at Universitas Putra Bangsa on May 19, 2026, engaging 17 active MSME entrepreneurs from the Inkubasi UMKM program using a community development approach combined with participatory mentoring was used through problem identification, material delivery, hands-on practice, mentoring, discussion, and reflection. Evaluation relied on observations during training and practice, participant discussions, and activity documentation; no pre-test, post-test, or questionnaire was administered. Observations during the training indicated that participants were able to follow basic technical procedures for using Google Trends, including keyword searches and observation of search trends. However, interpreting trend graphs and translating search information into specific marketing strategies still required further explanation and mentoring. The activity therefore provided an initial introduction to the use of search data for marketing decisions, while longer-term mentoring is needed to support sustained application and integration with internal business data.

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