<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) are foundational to Indonesia's economy, accounting for over 60 percent of the national GDP and employing almost 97 percent of the population. Even with this significance, most MSMEs ignore the digital transformation of their communication, branding, and customer relation strategies to the contemporary digital market. A large proportion still use outdated marketing strategies, and this hinders their ability to attract today's customers. To overcome these problems, the Faculty of Economics and Business, Universitas Trisakti, in collaboration with the Komunitas Sukses Berjamaah Indonesia (KSBI), offered the community service program “Optimizing Digital Business Communication for MSMEs: Strategies to Build Brand and Customer Loyalty.” The purpose of this initiative was to enhance MSME entrepreneurs’ digital competencies by equipping them with practical and actionable tools and techniques to improve their market visibility and competitive position. The program was designed and implemented based on the Participatory Action Research (PAR) approach, which focuses on collaboration and joint effort throughout the stages of needs assessment, socialization, education, practical training, mentoring, and evaluation. Twenty MSME participants from the culinary, fashion, service, and household product sectors actively engaged. The evaluation results revealed positive developments in all areas. Participants’ understanding of digital communication increased from 46 to 87 percent while branding strategy increased from 42 to 84 percent, awareness of customer loyalty from 44 to 86 percent, and digital media skills from 48 to 88 percent. In addition to positive perceptions, participants also showed more self-assurance in social media utilization, developed more coherent digital content, and formed cohesive groups around marketing and experience sharing. This reflects a fundamental positive change in perception around digital communication as a vital, integrated, and sustainable component of modern business rather than an ancillary promotional activity. Overall, the program showed the positive results of experience-based and participatory learning in closing the digital literacy gap, alongside empowering MSMEs with the fundamental strategic orientation to confidently participate in Indonesia’s digital economy.]]>
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