PELATIHAN DAN PENDAMPINGAN E-COMMERCE UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM DESA SUMORAME

Abstract

The rapid development of digital technology has transformed business marketing strategies from conventional methods to social media-based marketing. However, most Micro, Small, and Medium Enterprises (MSMEs) in Sumorame Village still face limitations in digital literacy, preventing them from utilizing social media effectively to support business growth. This community service program aimed to enhance the digital capacity of MSME owners through training and mentoring in digital marketing using Instagram as a promotional platform. The program employed a Participatory Action Research (PAR) approach combined with a capacity-building framework, consisting of observation, interviews, training sessions, mentoring activities, and evaluation. The training materials covered the creation of business Instagram accounts, product photography techniques using smartphones, promotional content development, hashtag utilization, and customer interaction management. The results demonstrated a significant improvement in participants’ digital marketing skills, evidenced by the establishment of five active business Instagram accounts, increased product postings, regular hashtag usage, and enhanced customer engagement through comments and direct messages. Furthermore, the visual quality of product displays and the completeness of promotional information improved considerably. This program contributes to the advancement of knowledge in the field of education, particularly community education and digital literacy-based empowerment, by demonstrating that practice-oriented training and continuous mentoring are effective strategies for improving the digital competencies of rural MSME entrepreneurs.

Keywords: MSMEs, digital marketing, Instagram, digital literacy, community empowerment