Strengthening Digital Literacy and MSMEs Marketing Innovation in Supporting the Sustainability of Local Businesses in Purwokerto
DOI:
https://doi.org/10.33394/jpu.v7i2.20321Keywords:
Digital Literacy, Digital Marketing, Mentoring, Business SustainabilityAbstract
This community service activity aims to enhance the digital literacy capacity and marketing innovation of micro, small, and medium enterprises (MSMEs) in supporting the sustainability of local businesses in Bobosan Village, North Purwokerto District, Banyumas Regency. The program was initiated in response to the low level of digital literacy among MSME actors, limited use of social media and marketplace platforms, and a lack of innovation in marketing strategies, all of which have constrained market reach and business competitiveness. The implementation methods included digital literacy training, digital marketing strategy workshops, assistance in the use of social media and marketplaces, and simulations of digital content creation, conducted in stages ranging from needs identification to monitoring and evaluation. Evaluation instruments included pre-test and post-test questionnaires, observation sheets, and participant feedback forms to assess changes in knowledge, skills, and attitudes. The data were analyzed using descriptive quantitative techniques by comparing participants’ conditions before and after the program. The results showed measurable improvements among participants, with understanding of digital marketing increasing by approximately 35%, ability to use digital platforms by 30%, and skills in creating digital content by 25%. Participants also began implementing digital marketing strategies in their businesses. In addition, partners responded positively to the program, stating that the materials were easy to understand, the activities were beneficial, and their digital knowledge and skills had improved. This activity was further supported by participants’ enthusiasm, internet access, and practical learning materials, although challenges remained in the form of limited technological capabilities and implementation time. Overall, the findings indicate that the community service program effectively enhanced the digital literacy capacity and marketing innovation of MSMEs while encouraging the adoption of digital marketing to support the sustainability of local businesses.
References
Aini, L. N., Santoso, F., & Khirdany, E. N. (2024). Pengembangan Umkm Kuliner Di Era Digital: Peran Inovasi Dan Jaringan Bisnis Di Kota Sampang. CRC, 2(1), 179–189. https://doi.org/10.32806/syfdep09623
Andika, A., Jennifer, J., Huang, J. C., & Sebastian, J. C. (2021). Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises. Jurnal Manajemen Bisnis, 18(3), 308–328. https://doi.org/10.38043/jmb.v18i3.3173
Anugrahwati, L. M., Khosana, K. S., & Hidayati, U. (2024). Empowering Batik Artisans: The Synergy of UU ITE and Smart Transaction Technologies in SMEs. Journal of Economics Finance and Management Studies, 07(01). https://doi.org/10.47191/jefms/v7-i1-15
Dewi, R. S., Arifah, I. D. C., Kautsar, A., Kharisma, F., & Hadi, H. K. (2023). Developing Small Medium Enterprise of Creative Business Through Digital Marketing and Financial Management Training. International Journal of Multidisciplinary Research and Analysis, 06(11). https://doi.org/10.47191/ijmra/v6-i11-36
Elizabet, M. (2022). DIGITAL MARKETING TRAINING: Strategies to Increase Sales in Indonesian Market Place. Jurnal PKM Manajemen Bisnis, 2(2), 63–72. https://doi.org/10.37481/pkmb.v2i2.484
Fitri, F., & Halik, R. A. F. (2023). Peran Digital Marketing Dan Inovasi Produk Terhadap Kinerja Bisnis Yang Berkelanjutan Pada Usaha Mikro Dan Kecil Agribisnis Di Polewali Mandar. Jurnal Ilmu Sosial Dan Humaniora, 12(3), 556–563. https://doi.org/10.23887/jish.v12i3.67832
Haryati, N., Wavi, M. N., Irwandi, P., Pratama, R. Y., Irbah, N. A., Putri, H. N., Syarif, H. D., Lasitya, D. S., Nurirozak, M. Z., Rif’aa, A., & Fajariyah, A. S. (2024). Pendampingan Penyusunan Model Bisnis Canvas Pada Usaha Minuman Herbal Sebagai Upaya Untuk Meningkatkan Keunggulan Kompetitif Di Bidang Kuliner. JMM (Jurnal Masyarakat Mandiri), 8(2), 2144. https://doi.org/10.31764/jmm.v8i2.21917
Katuuk, I. S., Faidah, A. N., Abidin, M. Z., & Rifani, A. (2023). Analyzing the Impact of Product Innovation and Digital Marketing on Enhancing Competitive Advantages in Sasirangan Cloth MSMEs. At-Tadbir Jurnal Ilmiah Manajemen, 7(2), 127. https://doi.org/10.31602/atd.v7i2.10502
Krajčík, V., Novotný, O., Civelek, M., & Zvolánková, S. S. (2023). Digital Literacy and Digital Transformation Activities of Service and Manufacturing SMEs. Journal of Tourism and Services, 14(26), 242–262. https://doi.org/10.29036/jots.v14i26.551
Priambodo, A., Sulaeman, M., Permana, I., & Sugiarto, I. (2024). Enhancing the Performance and Competitiveness of Women in MSMES Through Marketing, Capital, and Digital Literacy. Widya Cipta - Jurnal Sekretari Dan Manajemen, 8(1), 1–12. https://doi.org/10.31294/widyacipta.v8i1.16298
Putri, A. U., Mirani, D., & Khairunnisyah, T. (2023). Digital Transformation for MSME Resilience in the Era of Society 5.0. Iapa Proceedings Conference, 154. https://doi.org/10.30589/proceedings.2023.886
Suleman, N., & Thalib, M. K. (2024). Keberlanjutan UMKM Ditinjau Dari Digitalisasi UMKM, Financial Literacy, Dan Behaviour Financial. Gorontalo Accounting Journal, 7(1), 27. https://doi.org/10.32662/gaj.v7i1.3271
Tambunan, T. T., & Busnetti, I. (2024). Recent Evidence on the Digitalization Process in Indonesia’s Micro and Small Enterprises. International Journal of Current Science Research and Review, 07(08). https://doi.org/10.47191/ijcsrr/v7-i8-18
Uli, N. Z., & Anggraini, S. (2024). Implementation of Digital Marketing as a Strategy to Improve Marketing Strategies in Micro, Small and Medium Enterprises (UMKM). Conference, 427–432. https://doi.org/10.31603/conference.12022
Widyo, N. A., Natasya, I. A., & Prasetyo, S. I. (2023). MSMEs Go Digital: Marketing Assistance for Batik Tulis Products Through E-Commerce. Journal of Community Service and Empowerment, 4(2), 242–248. https://doi.org/10.22219/jcse.v4i2.26261
Yuniar, E. S., Rahwana, K. A., Nurhayati, I., & Juliawati, D. (2023). Inklusi Keuangan Dan Transformasi Digital Sebagai Upaya Pendorong Sustainability UMKM Kota Tasikmalaya. Journal of Management and Business Review, 20(3), 383–393. https://doi.org/10.34149/jmbr.v20i3.601
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 The Author(s)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
