Penguatan Daya Saing UMKM melalui Model Pemberdayaan Digital Marketing

Abstract

Strengthening the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) is a strategic agenda in responding to digital economic transformation and accelerated infrastructure development. Wonoasri Village, Grogol District, Kediri Regency, has significant local economic potential and opportunities for market expansion due to its proximity to Dhoho International Airport. However, the utilization of digital marketing by MSME actors remains suboptimal due to limited digital literacy and skills. This community service activity aims to enhance MSME competitiveness through the implementation of a systematic and practical digital marketing empowerment model. The implementation methods include seminars, training, and mentoring focused on improving understanding of digital marketing concepts, optimizing the use of social media and marketplaces, developing promotional content, and strengthening product branding strategies. The results of the activity indicate an increase in the knowledge and skills of MSME actors in managing digital marketing, as reflected in participants’ ability to create promotional content, manage digital business accounts in a more structured manner, and expand online-based market reach.