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All Journal Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Abdilah Apriasyah
Universitas Islam Negeri Sumatera Utara
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Engineering Law, Crime, Criminology & Criminal Justice

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Pemberdayaan UMKM melalui Digitalisasi Pemasaran untuk Meningkatkan Daya Saing Produk di Desa Limau Manis Kecamatan Tanjung Morawa dalam Program KKN UINSU 2026 Abdilah Apriasyah; Miftah Anwar Fuad; Rahmad Effendi; Rizka Aulia; Yogi Syahputra
Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Vol. 5 No. 3 (2026): September : Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jppmi.v5i3.3021

Abstract

This study aims to analyze the empowerment of Micro, Small, and Medium Enterprises (MSMEs) through digital marketing to improve product competitiveness in Limau Manis Village, Tanjung Morawa District, through the 2026 KKN UINSU Program. This study used a descriptive qualitative approach conducted directly in the field. Data were collected through observation, interviews, documentation, and assistance provided to MSME actors. The results showed that some MSME actors still relied on direct marketing and had not optimally utilized digital media. The empowerment activities were carried out through the introduction of social media, simple content creation, product information development, and assistance in using digital channels as promotional tools. The activities provided MSME actors with a better understanding of the importance of presenting product information clearly, attractively, and consistently. Digital marketing also created opportunities to expand market reach, increase interaction with consumers, and strengthen product identity. The findings indicate that digital skills support MSMEs in adapting to changes in consumer behavior. Sustainable assistance is expected to support business development and strengthen product competitiveness in broader markets.
Co-Authors Miftah Anwar Fuad Rahmad Effendi Rizka Aulia Yogi Syahputra