Publication Search

Digital development has significantly influenced business practices, particularly for Micro, Small, and Medium Enterprises (MSMEs), which are required to adapt to technological changes in order to remain competitive. However, many MSMEs still rely on conventional marketing methods and have limited understanding of digital marketing and digital financial management. This community service program aims to strengthen MSMEs’ competitiveness through the implementation of digital marketing strategies that support market expansion and improve business sustainability. The program was conducted using a qualitative descriptive approach through a series of community service activities, including field observations, interviews, seminars, and mentoring sessions for MSME actors. The focus of the activities was to introduce and assist MSMEs in utilizing digital marketing platforms, particularly social media such as Instagram, TikTok, and Facebook, as well as online marketplaces, to promote products more effectively. In addition, MSME participants were introduced to basic digital financial applications to support more structured and transparent financial recording. The results of the community service activities indicate positive changes among MSME participants, including increased awareness of the importance of digital marketing, improved product branding, broader market reach beyond local areas, and better financial management practices compared to previous manual recording methods. The adoption of digital marketing strategies enabled MSMEs to communicate product information more efficiently and build consumer trust through online presence. This community service program demonstrates that digital marketing assistance combined with practical mentoring can enhance MSMEs’ competitiveness and contribute to improving community economic welfare. Continuous support and consistency from MSME actors are essential to ensure the sustainability of digital transformation initiatives.

This dissemination activity aims to share findings and reflections from research on the digital transformation of traditional handicraft MSMEs in Makassar, as well as formulate recommendations for collaborative action. Through a multimodal approach (hybrid seminars, interactive discussions) the activity involved 25 participants. The results show success in knowledge transfer, the creation of direct business opportunities, and the preparation of the digital transformation roadmap and Quintuple Helix collaboration protocol. It is concluded that contextual and participatory dissemination is effective in transforming research findings into real action. The suggestions put forward include the need for a strategy of stakeholder engagement, segmentation of materials based on digital literacy levels, and a long-term impact monitoring system to ensure the sustainability of inclusive digital transformation initiatives based on local wisdom. In addition, it is important to strengthen the capacity of MSME actors through advanced training that focuses on the use of digital marketing technology, product management, and market analytics. The sustainability of collaborative networks between academics, governments, communities, industry players, and the media is also a determining factor in accelerating the digital transformation process in a comprehensive and sustainable manner.

Lectures of the Management Study Program at Muara Bungo University (UMB) have implemented a Community Service Program (PKM) to boost students' entrepreneurial spirit. This was carried out through a seminar and discussion with the theme "Strengthening the Entrepreneurial Spirit of Students through Digital Marketing Strategies" in the UMB Faculty of Economics Auditorium. It is hoped that the seminar and discussion, designed with a participatory learning approach, will enhance the entrepreneurial spirit of UMB Management Study Program students and teach them how to use digital marketing to start businesses and open ventures.