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All Journal International Journal of Community Service Learning
Ni Putu Desy Damayantihi
ITB STIKOM Bali, Denpasar, Indonesia
Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Empowering Udyana MSMEs Through Strengthening Digital Marketing and Optimizing Social Media to Enhance the Competitiveness of Local Products Deviana; Indriyani; Ni Putu Desy Damayantihi
International Journal of Community Service Learning Vol. 10 No. 1 (2026): February
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijcsl.v10i1.103857

Abstract

Udyana MSME is a micro-enterprise engaged in organic food processing, producing high-quality products such as chili oil and fruit and vegetable jam. Despite entering the modern market in Bali, Udyana faces challenges in introducing new flavors to the local community, as well as limitations in its digital marketing strategies and distribution management. This community service program is designed to develop an artificial intelligence (AI)-based production and distribution management system, as well as strengthen brand identity and digital visibility through intensive training and mentoring. Activities include AI-based digital marketing training, SEO-optimized website development, chatbot integration, and data analytics training using Google Analytics, Tableau, and IBM Watson. Results show a 65% increase in website traffic, a 40% increase in customer interactions, and e-commerce sales up over 300%. The training evaluation showed a success rate of 87.47%, categorized as "very good." The program also succeeded in changing partner behavior to be more adaptive to technology and encouraging Intellectual Property Rights (IPR) applications for superior products. With a phased approach and intensive mentoring, this program not only improves operational and marketing efficiency but also strengthens Udyana's MSME position as an innovative and highly competitive business actor in the digital era and supports the achievement of the SDGs.
Co-Authors Deviana Indriyani