Capacity Building of MSMEs Through social media and Marketplace-Based Digital Marketing Implementation in the Bayuning Village Digital Community
https://doi.org/10.54012/devotion.v4i4.842
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Keywords:
digital marketing, MSMEs, social media, marketplace, community serviceAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy; however, rural MSMEs, including those in Bayuning Village, have not optimally utilized digital marketing due to limited digital literacy, human resources, and technical assistance. This community service activity aimed to enhance the capacity of members of the Bayuning Village Digital Community in implementing social media- and marketplace-based digital marketing. The program was conducted through situation analysis, socialization and training, technical assistance, and sustainability evaluation, referring to the marketing frameworks of Kotler and Keller and the digital marketing framework of Chaffey and Ellis-Chadwick. The results showed improved understanding of content strategy, management of social media and marketplace business accounts, and awareness of compliance with electronic commerce regulations. This activity supports stronger competitiveness among rural MSMEs and inclusive economic growth.
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Copyright (c) 2026 Januar Habibi Mahsyar, Faishal Rahimi, Ilham Akbar, Neng Evi Kartika
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