Improving MSME Capacity through Digital Marketing Training to Increase Business Competitiveness

Hasirah Hasirah; Wanda Laksniyunita; Riztrya Novedliani; Ady Kurnia; Syurwana Farwita Samuddin

doi:10.63922/ijebir.v5i05.5997

Hasirah Hasirah Universitas Papua Madani Jayapura, Indonesia
Wanda Laksniyunita Universitas Kebangsaan Republik Indonesia, Indonesia
Riztrya Novedliani Universitas Kebangsaan Republik Indonesia, Indonesia
Ady Kurnia Universitas Indonesia Timur, Indonesia
Syurwana Farwita Samuddin Universitas Indonesia Timur, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.5997

Keywords: MSMEs, Training, Digital Marketing, Business Capacity, Competitiveness

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting the local economy, yet they still face numerous challenges in utilizing digital technology as a marketing tool. Limited knowledge and skills in managing social media, marketplaces, content creation, and branding have led to suboptimal digital marketing utilization. This activity aims to enhance the capacity of MSMEs through digital marketing training, enabling them to expand their market reach and enhance their competitiveness. The method used is a qualitative descriptive approach through training and mentoring. The activity stages include needs identification, material delivery, demonstrations, hands-on practice, mentoring, and evaluation through pre- and post-tests. The material provided covers digital marketing concepts, the use of social media and marketplaces, promotional content creation, product branding, consumer communication, and digital marketing evaluation. The activity results indicate an increase in participants' knowledge and skills in utilizing digital media for marketing activities. Participants became more capable of creating promotional content, using business social media, understanding marketplace utilization, building brand identity, and developing communication with consumers. The training also increased participants' readiness to adopt digital marketing strategies in a more planned and sustainable manner. Thus, digital marketing training can be an empowerment strategy to increase the capacity and competitiveness of MSMEs in facing the development of the digital economy .

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