<![CDATA[Community Service Program is the practical implementation of the Tri Dharma Perguruan Tinggi (Three Pillars of Higher Education) in the field of community service. The Community Service activity in Ngrogung Village, Ngebel District, was carried out with the aim of providing solutions to various problems faced, especially in the field of MSMEs. The problems identified were the lack of digital technology utilization by MSME players, the lack of product development which resulted in challenges in competing, especially in an increasingly competitive market that demands maximum competitiveness, and business licensing issues that hindered MSME development. The method used in community service is Asset Based Community Development (ABCD), where we utilize all existing assets, such as skills, social networks, local resources, and the business experience of MSME players. Thus, the assistance or support provided aims to optimize and develop existing assets so that MSMEs can develop independently and sustainablyThe findings of the research demonstrate comprehension of MSME innovation and product development by MSME stakeholders. This initiative highlights that MSME participants grasp the details of the specific technologies integrated and utilized in the mentoring initiative. Notably, the mentoring program emphasized leveraging social media platforms such as WhatsApp Business, Instagram, and Facebook Marketplace to enhance product marketing and customer interaction. In addition, digital catalog tools such as Canva and Google Sites were utilized to design product portfolios that are easy to share with potential buyers. and have provided several innovations that support their MSMEs, and MSME actors have obtained home industry food business permits, namely PIRT. This Community Service program has resulted in tangible improvements for rural MSMEs, particularly in the areas of digital literacy, product branding, and market expansion. Participants demonstrated better understanding of how to utilize social media and online catalogs for promotion, several MSMEs successfully enhanced their product packaging and visual identity, and early adoption of digital payment systems indicated progress toward more modern business practices. These outcomes highlight the program’s effectiveness in fostering not only individual skills but also collective awareness of innovation as a driver for sustainable economic growth.]]>
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