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The rapid development of the digital ecosystem has encouraged Micro, Small, and Medium Enterprises (MSMEs) in Ambon City to adopt online platform-based marketing strategies in response to changing consumer behavior that is increasingly digitally connected. This research focuses on MSME consumers in Ambon City who actively interact with local business products through digital platforms. The main problems identified include low digital marketing adoption by local MSME actors, limited empirical studies on Eastern Indonesia context, and the absence of an integrative analytical model that simultaneously tests three dimensions of digital marketing. This research aims to analyze the influence of digital marketing strategies encompassing social media marketing, paid digital advertising, and content marketing on consumer purchasing decisions of MSMEs in Ambon City. This study employs a quantitative approach with a survey design involving 100 respondents selected through purposive sampling, and data were analyzed using multiple regression analysis after passing classical assumption tests covering normality, multicollinearity, and heteroscedasticity. Results show that social media marketing has a significant effect with a regression coefficient of 0.387, paid digital advertising with a coefficient of 0.312, and content marketing with a coefficient of 0.274, all significant at the 0.05 level. Simultaneously, the three variables explain 67.1% of variation in consumer purchasing decisions with an F-count of 65.847. Social media marketing is proven as the most dominant dimension shaping consumer purchasing decisions of MSMEs in Ambon City. This research concludes that an integrated and contextual digital marketing strategy is a crucial instrument in driving MSME growth in Eastern Indonesia and recommends strengthening digital capacity of local business actors as a priority policy for regional MSME empowerment.Keywords: digital marketing; purchasing decision; MSMEs; social media; Ambon City

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 research is motivated by problems in the implementation of the strategy of the Ciamis Regency Small and Medium Business Cooperative Office in the development of Micro and Medium Small Enterprises in Kujang Village, Cikoneng District, Ciamis Regency. The method used in this study is descriptive with a causative approach. Primary data is sourced from the results of interviews with 6 selected informants who are relevant to the problem. Secondary data is sourced from documents, books, journals, reports, and legislation. Data collection was carried out based on interviews, observations, and documentation with data analysis techniques through data reduction, data triangulation, and conclusion drawn. The results of the study show that the MSME development strategy through digital platforms has not been running optimally. Obstacles occur in the lack of communication, active participation of MSME actors in policy formulation, mentoring activities, facilitation, evaluation, and programs that are still top-down.  Efforts to overcome obstacles are to increase the initiative of MSME actors in learning independently through digital media such as YouTube, and TikTok through e-commerce. The Kujang village government supports the implementation of training and facilitation if it is involved by the relevant agencies. The Cooperative Office, Small and Medium Enterprises and Trade is improving its strategy through further collaboration with village governments that have not received attention, especially Kujang village MSMEs in participating, mentoring, coaching, and facilitating.

Small and Medium Enterprises (MSMEs) in Klampok City, in running their business, handle problems related to almost all assets, both raw materials, finance, advertising, work, innovation and also the views of the management. The data checking procedure used is a separate inspection method because the information obtained is subjective, namely by distributing opinion polls using a real scale. The factor that creates this problem is largely due to the low level of training and education in business that business entertainment executives have. Most financial experts feel that they have sufficient business knowledge and skills, so they are not too eager to add their business information, especially if they need to pay cash to get this information. The problem of capital is a well-known one that almost all types of businesses face. The problems of MSMEs in Klampok District inspired researchers to develop solutions starting from NIB, product branding with improved packaging and logos or brands, business analysis with business plans, online bookkeeping system assistance, and product digitization with a more modern online marketing system. way to increase sales.