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All Journal JURNAL PENDIDIKAN TAMBUSAI Attractive : Innovative Education Journal Jurnal Pengabdian Masyarakat (ABDIRA) Journal Of Human And Education (JAHE) Proceeding National Conference Business, Management, and Accounting (NCBMA) Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Manajemen dan Entrepreneurship SOLIDEO Jurnal Pengabdian Masyarakat
Renouw, Ade Andriani
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Religion Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Pelatihan Digital Marketing, Branding, dan Manajemen Keuangan bagi UMKM Pasar Obor Klamana Pattiasina, Rendi Yudhistira; Renouw, Ade Andriani; Sinay, Philipus; Timisela, Yanti; Clan, Edward; Sapari, Lili S. J.; Longkutoy, Meyta; Maryen, Andrei
Jurnal Pengabdian Masyarakat (ABDIRA) Vol 6, No 2 (2026): Abdira
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/abdira.v6i2.1688

Abstract

Micro, Small and Medium Enterprises in Pasar Obor, Sorong, play a vital economic role yet face challenges regarding conventional operations, weak branding, and mixed finances. This community service program aimed to enhance the competence of 40 MSMEs through training in digital marketing, branding, and financial management. Using a participatory approach, the methods included interactive lectures, AI utilization for marketing content, packaging innovation, and simple bookkeeping. Evaluation results demonstrated significant improvement in participant understanding, achieving an aggregate post-test score of 78.1 (Digital Marketing: 76.8; Branding: 85.5; Finance: 72.0). It is concluded that contextual mentoring effectively transforms MSME mindsets toward technology adaptation and professional governance. Consequently, support for free internet infrastructure and business legality is recommended to sustain these economic impacts.
Co-Authors Andrei Sakharov Maryen Anouw , Sepenior Anouw, Yulian Clant, Edward Dwi Indah Widya Yanti Edward Clan Elly, Imanuella V Erlinda, Desy Imbiri, Helmi Stenly Johanis Jantje, Hendry J Kastanya, James Jansen Kurmasela, Hanock Leiwakabessy, Ivonne M Lerek, Emeliana Antonia Peni Lili Sarce Joi Sapari, Lili Sarce Joi Longkutoy, Meyta Mambrasar, Novanti Novalinda Mansoben, Helonia Diana Maryen, Andrei Sakharov Maryen, Andrey Masengi, Melisa Ch Masengi, Melisa Ch. Meilani, Yohana F. C. Palupi Pattiasina, Rendi Yudhistira Pattisina, Rendi Y. Pigai, Frediel Rande, Elisabeth Renhoar, Teli Desna Roger R Tabalessy Sapari, Lili S. J. Sapari, Lili. S. J. Sinay, Philipuis Sinay, Philipus Syauta, Novalin Thesia, Maklon Timisela, Yanti Waromi, Jeflin N Yappen, Leoni Yunika Upa