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This study aims to analyze the role of local Micro, Small, and Medium Enterprises (MSMEs) in utilizing lemongrass (Cymbopogon citratus) as the main ingredient for mosquito repellent products and its contribution to improving the economy of the community in Timbang Jaya Village. Lemongrass contains essential oils that function as a natural insect repellent, making it a potential raw material for value-added products such as mosquito repellent sprays, aromatherapy candles, and herbal lotions. This research employed a descriptive qualitative method with data collected through interviews, observations, and literature studies. The findings indicate that local MSMEs play a significant role in the production process, product innovation, and marketing of lemongrass-based products. Besides generating additional income, this development also creates new job opportunities and supports the village’s economic independence. However, several challenges remain, including limited capital, lack of processing technology skills, and competition with chemical-based products. The recommended solutions include capacity building through training and mentoring, better access to funding, and strengthening digital marketing strategies. Therefore, the development of mosquito repellent products from lemongrass by MSMEs not only contributes to the community’s economic growth but also provides an environmentally friendly alternative beneficial for public health.

This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.

This research aims to identify and design relevant digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in Sikeben Village, with the goal of enhancing business sustainability through the utilization of the village’s social media platforms. The study employs a descriptive qualitative approach using interviews, observations, and documentation analysis involving MSME entrepreneurs, village officials, and social media managers of the village. The findings indicate that leveraging the village’s social media can expand market reach, improve customer interaction, and construct a positive image of local products. However, challenges remain, such as limited digital literacy, internet infrastructure issues, and a lack of systematic content strategies. As a result, the study proposes a community-based digital marketing model, which includes market segmentation, strengthening local content, stakeholder collaboration, and data-driven evaluation.

The development of rural economies based on locally superior commodities is an integral part of inclusive and sustainable development strategies. Sumberdem located in Wonosari Subdistrict, Malang Regency, possesses significant potential for the development of coffee-based ecotourism. However, this potential remains largely underutilized due to several structural and institutional constraints. Key challenges include inadequate supporting infrastructure, limited capacity of local human resources, and the absence of downstream processing for coffee products. This community engagement program implemented an adaptive approach known as the Lumintu model, rooted in the Participatory Rural Appraisal (PRA) framework. Field assessments revealed critical limitations such as poor road access to plantation areas, insufficient agricultural irrigation, and weak digital connectivity. Moreover, the capacity of village institutions—such as the Village-Owned Enterprises (BUMDesa) and coffee farmer groups—remained low, resulting in local coffee products with limited added value. The initial implementation of the program has shown promising results, particularly in strengthening institutional capacity through training on tourism business management and high–value coffee processing. Furthermore, product diversification through the development of coffee-based agrotourism and digital marketing innovations has been successfully introduced. Overall, this community engagement initiative has provided a concrete solution to rural development challenges in Sumberdem Village. Moving forward, the village is expected to strengthen its position as a sustainable coffee ecotourism destination and improve the long-term economic well-being of its residents. The proposed development model also holds the potential for adaptation and replication in other rural areas with similar characteristics, thereby supporting the broader achievement of the Sustainable Development Goals (SDGs).

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in driving local economic development, particularly in rural areas that rely on the utilization of local natural resources. However, many MSMEs still face challenges in marketing aspects, especially limited use of digital technology, weak branding, and unattractive product packaging. This community service activity aims to strengthen the marketing strategy of the “Nek Surati” cassava chips MSME located in Dolok Village, Nagori Boluk, Bosar Maligas District, Simalungun Regency. The methods employed include field observations, interviews with MSME actors, descriptive analysis of existing problems, and practice-based (hands-on) assistance through digital marketing training, improvement of packaging design, and strengthening of product branding. The results indicate an increase in the digital readiness of the MSME actor, as evidenced by the adoption of WhatsApp Business, the creation of digital product catalogs, and the utilization of social media as a promotional tool. In addition, improvements in packaging design and brand identity enhanced the visual appeal and product image in the eyes of consumers. This assistance activity had a positive impact on improving the marketing capacity of the MSME and opened opportunities for expanding market reach. With continuous assistance, the “Nek Surati” cassava chips MSME has the potential to increase its competitiveness and contribute more significantly to the local economy.

This study examines the utilization of social media in improving the competitiveness of cassava chips and lidah manis SMEs in Pematang Serai Village, Tanjung Pura District, Langkat Regency, North Sumatra Province. The rapid development of information technology has encouraged SMEs to shift from conventional marketing methods to more effective and efficient digital marketing practices. This research employs a descriptive qualitative approach, with data collected through field observations, in-depth interviews, and documentation involving SME actors. The results indicate that the use of social media platforms such as WhatsApp, Facebook, and Instagram is able to expand market reach, increase product visibility, and strengthen relationships between business owners and consumers. Attractive promotional content, consistency in posting, and responsive communication are proven to influence consumer buying interest and trust. However, SMEs still face challenges, including limited digital literacy, time management constraints, and the lack of structured marketing strategies. Therefore, continuous training and assistance are needed so that SMEs can optimize the use of social media more effectively. This study is expected to serve as a reference for the development of digital-based SMEs in rural areas.

MSMEs in Ciawi village generally conduct transactions in their business only relying on simple work and through direct buying and selling transactions and there is no recording system that complies with bookkeeping regulations in accounting or only debit credit, so it is very difficult to know the details of cash in and cash out. The service method used is the ABCD Method (Asset-Based-Community-Driven) by accompanying participants to delve deeper into digital marketing and training MSMEs in cash flow-based bookkeeping, including: cash flow, income statement, capital change report, cost of goods sold, and break event point (BEP) digitally. The results of this digital marketing mentoring and cash flow-based bookkeeping preparation are able to prove that MSMEs in Ciawi village can know the details about digital marketing and digital finance regarding the calculation of financial reports, especially knowing the actual profit and loss report, and cash flow of cash expenditures and cash income.

Local coffee micro, small, and medium enterprises (MSMEs) in Karang Sidemen Village, Central Lombok Regency, have significant development potential; however, they still face challenges related to marketing practices and limited value addition. Conventional marketing systems restrict market reach and reduce product competitiveness. In the context of the Industrial Revolution 4.0 and Society 5.0, digital marketing offers a strategic opportunity for MSMEs to enhance product promotion and sales performance. This community service program aimed to strengthen the capacity of local coffee MSMEs through the implementation of social media–based digital marketing strategies. A participatory approach was employed, actively involving MSME actors and students through stages of problem identification, program planning, training and hands-on digital marketing practices, and evaluation. The results demonstrated an improvement in participants’ understanding and skills in utilizing social media as a promotional tool, as reflected by the initiative to develop and publish promotional video content for local coffee products, including the flagship Versilia coffee variant. The use of visual content and storytelling facilitated the practical adoption of digital marketing strategies. Overall, this program contributed to shifting marketing behavior from conventional to digital approaches and strengthening the sustainable competitiveness of local coffee MSMEs.

This community service activity was carried out to assist MSME (Micro, Small, and Medium Enterprises) actors in Jrebeng Kulon Village in understanding and utilizing affiliate programs as a digital marketing strategy. The training was conducted through material presentation, demonstrations, and practical mentoring to ensure participants could follow each step more easily. Before the training, most participants were unfamiliar with the concept of affiliation and lacked the technical skills to use affiliate platforms. After participating in the activity, a significant increase was observed, particularly in the participants' ability to create accounts, select products, understand the commission system, and embed affiliate links. This change indicates that a practice-based training method is effective in helping MSMEs adapt to the developments in digital marketing technology. Overall, this training provided tangible benefits in improving digital literacy and opening opportunities for MSMEs to grow their businesses through a more effective and relevant marketing strategy in the digital era.

Selayang Village is one of the villages in Selesai District where most of the residents have micro, small, and medium enterprises (MSMEs) as the main source of livelihood. However, until now, MSME actors in the village still face limited knowledge and skills in utilizing digital technology, especially in the field of marketing. Most business actors still rely on conventional marketing methods, such as word-of-mouth promotion, which has an impact on limited market reach. Through this community service activity, it is hoped that MSMEs will be able to optimize digital marketing so that their marketing area becomes wider and more competitive. This service aims to assist and assist the community in registering the location of MSMEs and public facilities on the Google Maps platform. The method of implementing the service includes the stages of socialization, technical assistance, and direct MSME registration. The results of the activity showed that as many as nine MSMEs were successfully registered and their business profiles were optimized through a door-to-door approach. All business actors responded positively because they now have a digital footprint that makes it easier for consumers to find business locations. Thus, this activity is expected to increase business visibility, the competitiveness of MSMEs, and the welfare of the people of Selayang Village

This community service program was implemented to strengthen the capacity of the SIJATI Business Group in managing oyster mushroom cultivation in Sait Buttu Saribu Village, Simalungun Regency. This activity was motivated by the group's great potential in oyster mushroom production, but still faces obstacles in production, marketing, and business management aspects. The method used was a participatory-collaborative approach through stages of socialization, training, mentoring, provision of modern production equipment, strengthening digital marketing, and business management coaching. The results of the activity showed a significant increase in the group's capacity. From a production aspect, the use of a stainless steel steamer machine and modern baglog racks increased time efficiency, saved energy, and doubled production capacity. From a marketing aspect, digital marketing training and collaboration with students as resellers expanded market reach, increased consumer interaction, and drove increased turnover. From a management aspect, digital-based financial records and assistance with business legality strengthened institutions and opened opportunities for access to capital. This program also had a social impact by increasing the economic contribution of housewives who were members of the group, thereby contributing to the welfare of the village community. Overall, strengthening the capacity of the SIJATI group aligns with achieving the Sustainable Development Goals (SDGs), particularly in poverty alleviation, gender equality, and inclusive economic growth. Therefore, this activity can serve as a model for empowering competitive and sustainable local commodity-based MSMEs.

This community service activity aims to empower the Galansia Business Group in Sait Buttu Saribu Village, Pematang Sidamanik District, Simalungun Regency, which is engaged in the processing of agricultural products and household products. The main problems faced by the partners include limited production capacity, inconsistent product quality, simple business management, and traditional marketing methods. To overcome these problems, the community service team applied a participatory approach by providing appropriate technology, business management assistance, and digital marketing training. The results of the activities showed a significant increase in production capacity, time efficiency, and product quality consistency thanks to the use of onion slicing machines and liquid soap mixing machines. In terms of marketing, the partners successfully utilized social media as a means of promotion and distribution, and improved product packaging to make it more attractive and professional. In terms of management, the partners were able to implement simple digital-based financial records and were facilitated in handling business legality. The impact achieved was an increase in members' income of more than 50% and the growth of entrepreneurial spirit among the village's elderly. This program has proven to be effective in supporting business independence and can be used as a model for community-based MSME empowerment in the digital era.

This study aims to analyze the transformation of promotional strategies among Micro, Small, and Medium Enterprises (MSMEs) in Suka Makmur Village after utilizing Google Maps as a digital marketing platform. The research focuses on identifying changes in promotional approaches, MSME owners’ perceptions of the effectiveness of Google Maps, and its impact on business visibility and sales performance. The study employed a participatory approach through the Community Service Program (KKN), consisting of several stages, including surveys, socialization, training, and direct mentoring. The research subjects comprised three MSMEs: Seblak Prasmanan, Warung Kopi, and Rumah Jajan By Nisa. The findings indicate that, prior to the intervention, promotional activities were predominantly traditional and limited in reach. After adopting Google Maps, the businesses became more easily discoverable, received positive reviews, and successfully reached customers beyond the local area. This study concludes that the effective use of Google Maps enhances the digital identity of MSMEs, broadens market reach, strengthens competitiveness, and contributes to the local economic growth of Suka Makmur Village.

The Rempang Eco City area in Batam City has great potential for SMEs, especially in the culinary and local product sectors. However, the development of SMEs in this area is still limited due to a lack of knowledge about product packaging and minimal use of digital technology for marketing. The mentoring program conducted by KKN student group 62 aims to improve the competitiveness of SMEs through strengthening more modern packaging and digital marketing strategies using social media, especially Instagram. The method used is a qualitative approach with participatory observation, in-depth interviews, and group discussions. The stages of activities include an initial survey to map the potential and conditions of MSMEs, conducting workshops and training on product design, packaging, and digital marketing, as well as direct assistance in creating and managing social media accounts. The results of the activities show an improvement in the ability of MSME actors to create attractive packaging designs, manage social media as a product showcase, as well as increased digital interaction with consumers. This program successfully increased the selling value of products, expanded market reach, and built the confidence of MSME actors. Although there are challenges related to digital literacy and creativity, this program has a positive long-term impact in promoting economic independence in the community and strengthening local cultural identity in Rempang Eco City.

This Community Service Program (PKM) was implemented at UMKM Wedang Rempah 3 Putri Sukoharjo with the aim of enhancing competitiveness through the application of e-prospek, strengthening digital marketing, and product diversification into ready-to-drink (RTD) beverages. The program employed mentoring, training, and hands-on practice, engaging UMKM actors actively from the planning stage to implementation. The results show that the use of the e-prospek application successfully expanded market access, digital marketing improved promotional effectiveness, and RTD product diversification attracted modern consumers who value practicality and health benefits. Beyond the economic impact of increased sales, the program fostered digital awareness, local leadership, and community independence. Theoretically, these findings reinforce the literature on the significance of digital transformation and product innovation in community-based MSME empowerment. This program is recommended for sustainable development through enhanced digital literacy, stronger local branding, and multi-stakeholder collaboration to establish an adaptive, innovative, and competitive MSME empowerment model.

Community Service Program (Kuliah Kerja Nyata/KKN) is a community service program integrated into the higher education curriculum, aiming for students to apply theoretical knowledge into real-world practice and contribute to community development and empowerment. This KKN activity was carried out in Dusun IV, Tuntungan II Village, Deli Serdang Regency, from July 1 to August 1, 2025. The main objective of this program was to address various local issues such as limited use of appropriate technology, low environmental awareness, and a lack of human resource development. The method used was field observation to ensure that the programs implemented were in line with the community's needs and potential. Various activities were carried out, including community clean-up (gotong royong), teaching at elementary schools, health counseling for mothers and the elderly, Qur'an recitation lessons for children, compost making, planting a "living pharmacy" (apotek hidup), and assisting with UMKM product marketing. The results of this program showed a positive impact, such as increased community knowledge of health, environmental cleanliness, and the use of organic fertilizer. Furthermore, UMKM assistance successfully improved business owners' understanding of digital marketing. Overall, this KKN activity successfully created synergy between the university, the village government, and the community, while also providing valuable experience for students in leadership and teamwork.

The community service activity carried out with farmer groups in Kelungkung Village, Sumbawa Regency, aims to enhance farmers’ capacity and independence through an innovation-based business approach. The specific objectives of this activity include: (a) developing an innovation-oriented business model to support agricultural product enterprises, (b) strengthening marketing management for competitiveness, (c) improving skills in simple financial management analysis, and (d) providing an understanding of creative thinking methods capable of generating innovations by integrating community needs, technological potential, and business success factors. The methods applied involved training sessions, mentoring, and interactive discussions focusing on business model design, digital financial management practices, and modern marketing strategies. The results of the activity indicate that: (1) partners are able to understand and elaborate on key business components such as customer segments, value propositions, distribution channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures; (2) partners can evaluate their businesses, identify opportunities, and formulate solutions to existing challenges; (3) partners have acquired basic knowledge of digital-based financial management analysis that is simple yet applicable; and (4) partners have developed the capacity to expand their farming enterprises, particularly in the field of digital marketing. Overall, this program has successfully encouraged farmer groups to be more adaptive to technological developments and modern market demands.

Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.

Sukapura batik represents the local wisdom of the Tasikmalaya Regency community, showcasing their relationship with the surrounding natural and social environments. This batik has distinct characteristics, particularly in its color palette, which features dark blue, maroon, and beige tones. Despite its long history, Sukapura batik struggles to achieve the same recognition as well-known batik from regions like Cirebon, Solo, and Pekalongan. As a result, the number of batik artisans in Sukaraja has gradually declined. This research examines the communication efforts to preserve Sukapura batik and explore its growth potential. Using a qualitative method and a case study approach, the study gathers data from participants through interviews, observations, and the analysis of written documents, both online and offline. The results showed that there are differences in marketing strategies between craftsmen in Sukapura Village and Janggala Village. Sukapura Village craftsmen still rely on traditional marketing, while the Gandok Jaya Mukti Joint Business Group (KUB) utilizes exhibitions and social media. The main challenges are low digital literacy and limited capital. Sukapura batik has the potential for development, despite challenges posed by global competition. Realizing this potential depends on support from the local government in areas such as human resource development, as well as marketing and promotion through online channels. The sustainability of Sukapura batik relies on the government's and policymakers' proactive involvement to devise and implement strategies that enhance promotional and marketing endeavors, particularly those targeting the younger generation. Efforts to raise awareness of Sukapura batik require collaboration between artisans, the government, and the community. One approach is through education and training for young batik makers, as well as providing facilities to support digital marketing.

MSMEs have a crucial role in the Indonesian economy, but many of them still face obstacles in terms of branding and digital marketing. The lack of understanding of the importance of visual identity and digital strategy causes MSME products to be less prominent in a competitive market. This community service activity aims to improve the quality of branding of MSME products in Wonorejo Village, Pasuruan City, through the Participatory Rural Appraisal (PRA) approach which involves stages of counseling, training, and direct assistance to business actors. The counseling is focused on a basic understanding of visual branding, including elements of brand identity such as logos, colors, typography, and packaging. The training emphasizes hands-on practice in designing promotional packaging, logos, and banners using digital platforms like Canva. Furthermore, mentoring is carried out to identify specific branding obstacles faced by each MSME and develop applicative solutions collaboratively. The results of the activity show a significant increase in the quality of branding MSME products visually and digital marketing strategies. One of the fostered MSMEs, namely AM Jaya and Berkah Mandiri, has succeeded in rebranding packaging and developing digital marketing channels through e-commerce platforms and social media. In addition, business actors become more confident in presenting their products to consumers and business partners. MSMEs are also beginning to realize the importance of brand consistency in building customer loyalty and increasing competitiveness. The response of the participants to this activity was very positive, reflected in the enthusiasm during the training and the commitment to implement the learning outcomes. Some MSMEs are starting to form small communities to share best practices in terms of branding and promotion.