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All Journal SITEKIN: Jurnal Sains, Teknologi dan Industri Syntax Literate: Jurnal Ilmiah Indonesia SEIKO : Journal of Management & Business Buletin Ilmiah Nagari Membangun Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Jurnal Manajemen Publik dan Kebijakan Publik (JMPKP)
Yindrizal, Yindrizal
Universitas Andalas
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Journal : Buletin Ilmiah Nagari Membangun

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PENINGKATAN KAPASITAS PEMASARAN UMKM MELALUI SOSIALISASI DIGITAL MARKETING DI NAGARI KOTO KOCIAK: Digital Marketing Training to Strengthen MSME Marketing Capabilities in Koto Kociak, Lima Puluh Kota Regency Yindrizal, Yindrizal; Mardiah, Fatma Poni; Alfitman, Alfitman; Sufiawan, Nur Ari; Fazira, Nadia
BULETIN ILMIAH NAGARI MEMBANGUN Vol. 8 No. 4 (2025)
Publisher : LPPM (Institute for Research and Community Services) Universitas Andalas Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/bina.v8i4.818

Abstract

Micro, Small, and Medium Enterprises (MSMEs) constitute a key economic sector with substantial contributions to national growth. Advances in information technology and the internet have brought significant changes to marketing strategies, shifting traditional offline methods toward digital, online-based approaches. This transformation necessitates adaptation to maintain competitiveness in an increasingly dynamic market environment. In Koto Kociak, local MSMEs primarily operate in snack production (e.g., ganepo, rendang, and other cassava-based products) and handicraft sectors such as knitting. The purpose of this community engagement program was to provide outreach and training on the use of digital marketing as a feasible and contextually relevant strategy for MSME marketing enhancement. The methods applied included preliminary observations and interviews to identify participants’ needs, followed by lectures and discussions, as well as demonstrations and hands-on practice in utilizing digital platforms. The results indicated an improvement in participants’ understanding of digital marketing strategies, particularly in leveraging social media and online platforms to expand market reach. Moreover, participants reported that digital marketing offers a cost-effective and accessible means of promoting local products. These findings suggest that digital marketing outreach supports the shift from traditional to digital-based marketing practices among MSMEs. Continued mentoring and collaboration with local government are recommended to ensure sustainable implementation and to strengthen long-term economic outcomes for local communities.
Co-Authors Afdilla Mutia Ahmad, Faisal Ali Alfitman Alfitman Alfitman Alfitman Bintang Rizky Abdullah Majo Saibah Devi Yulia Rahmi Ema Susiana Erizal Erizal Erizal.N Erizal.N Fazira, Nadia Graha, Fager Van Lukman Lukman Melkia Zahra Musbatiq Srivani Nur Ari Sufiawan Olivia Vransiska Cania Ranny Fitriana Faisal Susiana Susiana Susiana Susiana Vebrinaldo Rio Verinita, Verinita Weriantoni, Weriantoni Zahra, Melkia