<![CDATA[AbstrakProgram pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) Desa Wisata Wanurejo Borobudur melalui penguatan pemasaran dan administrasi usaha berbasis digital. Permasalahan mitra meliputi rendahnya literasi digital, keterbatasan promosi usaha secara daring, serta belum optimalnya pengelolaan administrasi dan pencatatan keuangan usaha. Kegiatan dilaksanakan menggunakan pendekatan partisipatif melalui tahapan observasi, identifikasi kebutuhan, pelatihan, pendampingan, implementasi, dan evaluasi program. Materi pelatihan mencakup digital promotion melalui pemanfaatan media sosial bisnis dan pembuatan konten promosi, serta digital administration berupa pencatatan keuangan dan administrasi usaha berbasis teknologi digital. Evaluasi program dilakukan menggunakan metode pre-test dan post-test terhadap 30 peserta UMKM. Hasil kegiatan menunjukkan adanya peningkatan kompetensi peserta dengan rata-rata nilai pre-test sebesar 41% meningkat menjadi 83% pada post-test. Peningkatan terjadi pada kemampuan penggunaan media sosial bisnis, pembuatan konten promosi digital, penggunaan aplikasi pembukuan digital, serta pemahaman administrasi usaha berbasis teknologi. Program ini memberikan dampak positif terhadap peningkatan literasi digital, efektivitas pengelolaan usaha, dan kesiapan UMKM dalam menghadapi transformasi ekonomi digital. Dengan demikian, program UMKM Go Digital mampu menjadi strategi pemberdayaan masyarakat yang mendukung penguatan ekonomi lokal dan keberlanjutan desa wisata. Kata kunci: UMKM Go Digital; digital promotion; digital administration; desa wisata; pemberdayaan UMKM. Abstract This community service program aimed to improve the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Wanurejo Tourism Village, Borobudur, through strengthening digital-based marketing and business administration. The main problems faced by partners included low digital literacy, limited online business promotion skills, and suboptimal business administration and financial record management. The program was implemented using a participatory approach consisting of observation, needs assessment, training, mentoring, implementation, and evaluation stages. The training materials covered digital promotion through the use of business social media and promotional content creation, as well as digital administration through digital-based financial recording and business administration management. Program evaluation was conducted using pre-test and post-test methods involving 30 MSME participants. The results showed a significant increase in participants’ competencies, with the average pre-test score increasing from 41% to 83% in the post-test. Improvements were found in the use of business social media, digital promotional content creation, digital bookkeeping applications, and understanding of technology-based business administration. This program had a positive impact on improving digital literacy, business management effectiveness, and MSME readiness in facing digital economic transformation. Therefore, the UMKM Go Digital program can serve as a community empowerment strategy that supports local economic strengthening and the sustainability of tourism villages. Keywords: MSME Go Digital; digital promotion; digital administration; tourism village; MSME empowerment.]]>
