Digital Marketing Training and Assistance for MSME Actors in order to Create a Smart Economy in Smart Village

Abstract

The development of digital technology has driven significant changes in marketing strategies, particularly for Micro, Small, and Medium Enterprises (MSMEs). However, many MSMEs in rural areas are still unable to optimally utilize digital marketing, including in Kademangan Village. Therefore, this community service activity aims to increase the capacity of MSMEs through digital marketing training and mentoring in order to create a smart economy in a smart village. The method used is a qualitative descriptive approach with activity stages including problem identification, planning, training, mentoring, evaluation, and reporting. Data collection techniques were carried out through observation, interviews, questionnaires, and documentation. Training activities included an introduction to digital marketing, the use of social media, and the use of marketplaces, while mentoring was provided to ensure direct implementation by MSMEs. The results of the activity showed an increase in participants' understanding and skills in utilizing digital media for product marketing. Participants were able to create and manage business accounts, compile promotional content, and begin optimizing digital platforms to expand market reach. Furthermore, the evaluation results showed a significant increase between the pre-test and post-test, as well as a high level of participant satisfaction with the activities carried out. This activity contributes to driving the digital transformation of MSMEs at the village level and supporting the realization of a smart economy. However, challenges remain, such as limited internet access and inconsistent digital account management. Therefore, ongoing mentoring and support from various parties are needed to ensure the program's sustainability.