<![CDATA[Kegiatan pengabdian masyarakat ini berfokus pada pengembangan UsahaMikro, Kecil, dan Menengah (UMKM) di Desa Kudubanjar, KabupatenJombang, untuk menghadapi tantangan ekonomi di era digital. Di tengahmasalah kemiskinan dan ketimpangan ekonomi, UMKM memiliki potensisignifikan sebagai motor penggerak ekonomi lokal. Kegiatan inidilaksanakan oleh mahasiswa UNWAHA melalui dua program utama:workshop digital marketing dan pendampingan langsung kepada pelakuUMKM. Workshop bertujuan memberikan pemahaman mendalam tentangdigital marketing, dengan hasil menunjukkan bahwa 72% pesertamemahami materi yang disampaikan. Namun, 28% peserta masihmengalami kesulitan, mengindikasikan perlunya perhatian lebih lanjut.Oleh karena itu, pendampingan dilakukan dengan fokus pada penerapanstrategi pemasaran digital, termasuk penggunaan platform sepertiWhatsApp Business. Melalui upaya ini, diharapkan UMKM di DesaKudubanjar dapat meningkatkan daya saing dan kapasitas produksi, sertamemanfaatkan teknologi informasi untuk memperluas jangkauan pasardan meningkatkan kesejahteraan masyarakat. ABSTRACTThis community service program focuses on the development of Micro, Small,and Medium Enterprises (MSMEs) in Kudubanjar Village, Jombang Regency,in order to address economic challenges in the digital era. Amidst issues ofpoverty and economic disparity, MSMEs hold significant potential as driversof local economic growth. The program was carried out by UNWAHAstudents through two main initiatives: a digital marketing workshop anddirect assistance to MSME participants. The workshop aimed to provide adeep understanding of digital marketing, with results showing that 72% ofparticipants comprehended the material. However, 28% of participantsfaced difficulties, indicating the need for further attention. Therefore, follow-up assistance was focused on the implementation of digital marketingstrategies, including the use of platforms such as WhatsApp Business.Through these efforts, MSMEs in Kudubanjar Village are expected toenhance their competitiveness and production capacity, leveraginginformation technology to expand market reach and improve communitywelfare]]>
