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All Journal Journal of Strategic Marketing and Applied Economics
Rahardjo, W. Sigit
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Empowerment of Village MSMEs Through Social Media Training as a Strategy to Strengthen the Digital Economy Rizki Kurniawan, Muhammad; Rahardjo, W. Sigit; Saefudin, Saefudin; Sujana, Nana; Sarmento , Antonio
Journal of Strategic Marketing and Applied Economics Vol. 2 No. 2 (2026): Journal of Strategic Marketing and Applied Economics
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jsmae.v2i2.33

Abstract

Background: Village micro, small, and medium enterprises (MSMEs) increasingly have access to social media, yet low digital literacy keeps its use passive and detached from marketing. Objective: This study aims to identify the problems of social media use among MSMEs in Panambangan Village, Cirebon Regency, Indonesia, describe a Social Media Training intervention under the Research and Community Empowerment Program (PRISMA) 3.0, and analyze its initial implications for MSME digital readiness. Method: A qualitative descriptive case study involved nine purposively selected respondents: three village officials, three MSME actors (an opak artisan, a beekeeper, and a greenhouse farmer), and three villagers. Data from observation, semi-structured interviews, and a simple pre- and post-training survey (supporting data) were analyzed through data reduction, display, and conclusion drawing with source triangulation.Results: Before the training, social media served mainly personal communication without content planning. After the training, respondents reported better understanding of its business functions, readiness to produce simple promotional content, and more positive perceptions of digital market opportunities. Sales and engagement were not measured.Conclusion: Social media training is a relevant initial intervention for building the digital marketing readiness of village MSMEs, but continuous mentoring is required before broader digital-economic outcomes can be expected.
Co-Authors Rizki Kurniawan, Muhammad Saefudin Saefudin Sarmento , Antonio Sujana, Nana