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All Journal Panggung Kebaikan : Jurnal Pengabdian Sosial
Ririn Dwi Astuti Kartikasari
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice

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Resiliensi UMKM Berbasis Jejaring Komunitas: Identifikasi Potensi dan Strategi Adaptasi Pemasaran Digital Shinta Mardiana Dewi; Ririn Dwi Astuti Kartikasari
Panggung Kebaikan : Jurnal Pengabdian Sosial Vol. 3 No. 3 (2026): Agustus: Panggung Kebaikan : Jurnal Pengabdian Sosial
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/panggungkebaikan.v3i3.3483

Abstract

The resilience of Micro, Small, and Medium Enterprises (MSMEs) in facing market dynamics largely depends on technology adaptation capacity and the utilization of social environment support. This community service activity aims to identify business potential within an alumni community network and to formulate an appropriate digital marketing adaptation strategy for micro-scale entrepreneurs. The approach applied was Participatory Action Research (PAR) through an informal Focus Group Discussion (FGD) with representatives of business actors within the community. The mapping results revealed two main barriers to digitalization: low visual design literacy for promotion and limited inventory and logistics management. Through participatory mentoring, an adaptation strategy was formulated based on the use of a simple platform (WhatsApp Business), visual identity standardization using ready-to-use templates, and local supply chain optimization among community members. As a tangible output, standardized digital catalog templates were produced for six partner MSMEs. The activity concludes that social capital within community networks functions as an effective catalyst in accelerating technology adoption and strengthening the resilience of micro-scale businesses.
Co-Authors Shinta Mardiana Dewi