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Syafei, M. Yani
Department Of Industrial Engineering, President University, Cikarang
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Journal : International Journal of Community Service

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Empowering OTOP MSMEs through Digital Marketing Literacy for Global Market Access Dwi Hardiana, Candra; Syafei, M. Yani; Lestari, Novi; Andriani, Diana; Putri Iswahyudi, Dina Azizah; Irawan, Nico; Adikusuma Dai, Karnadi; Rosmiyanti, Yanti
International Journal Of Community Service Vol. 5 No. 4 (2025): November 2025 ( Indonesia - Thailand - Malaysia - Timor Leste - Philippines )
Publisher : CV. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v5i4.902

Abstract

This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity. Keywords: OTOP, digital marketing literacy, MSMEs, global market access, community service.
Co-Authors Acep Rohendi Adikusuma Dai, Karnadi Akhdiyatul’aein, Muhammad Alfita Intan Putri PD Amroni, Amroni Anastasya Lidya Maukar Andi Muhamad Yusuf Andianto, Jonathan Andriani, Diana Aprilianti, Dhani Aqsha, Muhammad Farhan Asep Suryana Astillero, Marlon Rael Azhari, Andressa Noviar Budi Hermawan Burhan Primanintyo Burhan Primanintyo Burhan Primanintyo Clara Eunike Wahyuningsih Dedi Triyanto Dhimas Tribuana Dina Luviyanti Dony Susandi Dwi Hardiana, Candra Eman Suherman Fakbua, Nidanuch Filda Rahmiati Firmansyah, Deri Fitra, Eldeast Jane Abdul Haryadi, Yudi Hendar Rubedo Hening Herziatra Hernady, Joddy Hikmat, Acep Arna Iffan, Muhammad Jonathan Andianto Komara, Nandang Lestari, Novi Mariana, Brina Masduki Maulana⁠, Rendi Mohamad Nur Isnanda Muliany, Febriyan musrifah, ai Narimawati, Umi Narimawati Natasyashinta Liviadrianne Nico Irawan Nining Handayani Novianti, Windi Nur, Hafni Rizanuddin Nurdiansyah, Deni Permadi, Candra Pradipto, Hendro Iwan Primanintyo, Burhan Puri Swastika Gusti Krisna Dewi Purwanto Purwanto Purwanto Purwanto Putri Iswahyudi, Dina Azizah Qudsiy, Asroyuddin El Rael Astillero, Marlon Rahayu, Siti Kurnia Rahma Wahdiniwaty Rosmiyanti, Yanti Sarip Hidayat, Sarip Soegoto, Herman S. Soffan, Raden Muhamad Sophia Louren Srisuk, Prattana Surya, Desayu Eka Susetyo, Dwinanto Priyo Susilawati, Erna Sutisnawati, Yayah Syaefuddin Syaefuddin Syaefuddin, Syaefuddin Thapjun, Aujchara Tisa Lokadipati LS Tri Sutrisno Umi Narimawati Umiyati, Hesti Vorachat, Chonchanok Wahdiniwaty, Rahma Wahdiniwaty Wannapong, Chanchon Wardhani, Kristina Wiryo, Purwadhi Sawal Wulandari, Anna Yang, Zhuo