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All Journal Jumat Ekonomi: Jurnal Pengabdian Masyarakat
Reni Nur Arifah
Universitas Agung Putra
Economics, Econometrics & Finance Education Social Sciences Other

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Penguatan Kapabilitas Dinamis Individu untuk Meningkatkan Adaptabilitas Pelaku UMKM di Desa Samirono Eva Fachria; Yetty Yuliany Kusumaningrum; Agus F. Abdillah; Randika Shafly Fawwaz; Reni Nur Arifah; Putri Aryo Jelang Fitri Khothima
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 7 No. 2 (2026): Agustus
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/r1ns2h72

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Samirono Village still face limitations in utilizing digital technology to improve their business competitiveness. This community service program aimed to strengthen Individual Dynamic Capability (IDC) by integrating Instagram, WhatsApp Business, and Artificial Intelligence (Imagen Z) into digital marketing practices. The program employed a participatory approach consisting of needs identification, educational sessions, interactive discussions, hands-on practice, and observational evaluation. A total of 15 MSME owners participated in the program. The observations conducted at the end of the activity indicate that participants began to recognize the concepts of sensing, seizing, and transforming capabilities and practice applying them in digital marketing strategies. Participants also developed practical skills in using AI to create more attractive and professional promotional content. The program demonstrates that strengthening Individual Dynamic Capability through digital technology integration can support the development of MSMEs’ awareness and initial skills needed to respond to dynamic business environments.
Co-Authors Agus F. Abdillah Eva Fachria Putri Aryo Jelang Fitri Khothima Randika Shafly Fawwaz Yetty Yuliany Kusumaningrum