<![CDATA[Abstrak: UMKM Soes AlGhani menghadapi tantangan dalam memperluas jangkauan pasar akibat rendahnya kesadaran merek dan pemahaman mengenai strategi pemasaran berbasis inovasi digital. Program pengabdian masyarakat ini bertujuan meningkatkan daya saing UMKM melalui penerapan inovasi digital adaptif. Metode pelaksanaan mencakup observasi, wawancara dengan 10 pertanyaan terstruktur, pelatihan, dan pendampingan mitra. Mitra dalam kegiatan ini adalah UMKM Soes AlGhani yang berlokasi di Desa Cileunyi Wetan. Solusi yang ditawarkan meliputi pengelolaan akun bisnis dan media sosial untuk meningkatkan kesadaran merek, serta penerapan layanan pembayaran digital. Hasil evaluasi menunjukkan peningkatan frekuensi tayangan konten pada platform Instagram hingga 7 kali lipat, dengan total tayangan di TikTok melebihi 10.300 kali. Omzet bulanan mitra juga meningkat lebih dari 3 kali lipat. Selain itu, kemampuan mitra dalam memahami strategi pemasaran digital mengalami peningkatan sekitar 80%. Hasil ini membuktikan bahwa penerapan inovasi digital adaptif dalam strategi pemasaran tidak hanya meningkatkan daya saing dan kesadaran merek, tetapi juga mendukung kelangsungan usaha di era digital.Abstract: Soes AlGhani MSME faces challenges in expanding its market reach due to low brand awareness and a lack of understanding of digital innovation-based marketing strategies. This community service program aims to enhance the competitiveness of MSMEs through the implementation of adaptive digital innovations. The methods employed include observation, structured interviews with 10 questions, training, and mentoring for the partner. The partner in this activity is Soes AlGhani MSME, located in Cileunyi Wetan Village. The proposed solutions involve managing business accounts and social media to strengthen brand awareness, as well as implementing digital payment services. Evaluation results show a sevenfold increase in content impressions on the Instagram platform, with total views on TikTok exceeding 10,300. The partner’s monthly revenue also surged by more than threefold. Additionally, the partner’s understanding of digital marketing strategies improved by approximately 80%. These results demonstrate that the application of adaptive digital innovations in marketing strategies not only enhances competitiveness and brand awareness but also supports business sustainability in the digital era.]]>
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