PENINGKATAN PEMAHAMAN DAN KETERAMPILAN ”DIGITAL MARKETING” BAGI PELAKU UMKM UNTUK MENINGKATKAN NILAI JUAL PRODUK
DOI:
https://doi.org/10.46773/f9h80m73Keywords:
MSMEs, Digital Marketing, Community Empowerment, Digital Literacy, Product CompetitivenessAbstract
The rapid advancement of information and communication technology has significantly transformed economic activities, particularly marketing and trade practices. Digital transformation has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adapt their business strategies to evolving consumer behaviour and increasingly competitive digital markets. However, limited digital literacy, inadequate promotional skills, and insufficient understanding of digital marketing strategies remain significant challenges for MSMEs, particularly in Probolinggo, East Java, Indonesia. This community service programme, entitled “Enhancing Digital Marketing Knowledge and Skills among MSMEs to Increase Product Selling Value”, was conducted in Probolinggo on 20 January 2025. The programme aimed to strengthen participants' understanding and practical competencies in implementing effective digital marketing strategies to improve product visibility, market accessibility, and competitiveness. An educational and participatory approach was adopted, incorporating interactive discussions, practical training, and demonstrations of digital marketing applications. The activities focused on identifying product advantages, determining target consumers, developing engaging promotional content, and optimising digital platforms for marketing purposes. The programme was designed to enhance participants' digital literacy, encourage innovative promotional practices, and strengthen their capacity to manage business activities independently. Furthermore, this initiative highlights the importance of continuous training and mentoring in supporting digital business transformation. Ultimately, the programme is expected to contribute to MSME empowerment, strengthen product competitiveness, and promote sustainable local economic development through the effective utilisation of digital marketing technologies.
Keywords: Digital Marketing; MSMEs; Community Empowerment; Digital Literacy; Product Competitiveness.
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Copyright (c) 2025 Adika Desi Setyani, Emilta Friska Juniar, Heni Dwi Cahyani
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