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All Journal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE)
Zahra Afiafni. S
UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan
Humanities Energy Social Sciences Other

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EMPOWERING MSMES IN KAMPUNG TAHU, BINJAI CITY, THROUGH DIGITAL MARKETING AND PRODUCT INNOVATION TO ENHANCE BUSINESS COMPETITIVENESS AND INCOME M. Fauzan; Delima Sari Lubis; Fahmi Hidayat Hasibuan; Zahra Afiafni. S; Ifrah Ul Fitrah; Niquita Nadine Rachellia; Andini Rahmadani Siregar; Anne Rufayda; Dara Puspita Nugaraha; Muhammad Ikhwan Danial bin Mohd Faizal; Chok Jing Fu
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 6 No. 2 (2026): July-October 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22865872

Abstract

This community service program aimed to strengthen the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Kampung Tahu, Binjai City, through integrated digital marketing and product innovation. The program addressed key challenges faced by local tofu-based MSMEs, including limited digital literacy, weak promotional capabilities, inadequate branding, and limited product differentiation. A participatory approach was implemented through problem identification, training, practical sessions, mentoring, monitoring, and evaluation. Training covered digital marketing strategies, WhatsApp Business, social media, marketplace utilization, product photography, promotional content creation, branding, packaging, and tofu-based product innovation. The results showed improved participant understanding and practical skills in managing digital business accounts, creating promotional content, presenting products attractively, and utilizing digital platforms to communicate with consumers and expand market opportunities. Participants also demonstrated increased awareness of product differentiation, packaging improvement, labeling, and value-added product development. Continuous mentoring supported the application of acquired skills and strengthened participants’ independence. Overall, the program provided a practical foundation for improving MSME competitiveness and creating greater income-generating opportunities. The integration of digital marketing and product innovation is recommended as a sustainable strategy for strengthening MSME development.
Co-Authors Andini Rahmadani Siregar Anne Rufayda Chok Jing Fu Dara Puspita Nugaraha Fahmi Hidayat Hasibuan Ifrah Ul Fitrah Lubis, Delima Sari M. Fauzan Muhammad Ikhwan Danial bin Mohd Faizal Niquita Nadine Rachellia