Boosting digital communication skills through English for social media marketing at BUMDes Purworejo, Pesawaran

Lidya Ayuni Putri (Management, Faculty of Economics and Business, University of Lampung, - Jln. Prof. Soemantri Brojonegoro no. 1, Rajabasa, Bandar Lampung, Indonesia, 35145)
Dwi Asri Siti Ambarwati (Management, Faculty of Economics and Business, University of Lampung, - Jln. Prof. Soemantri Brojonegoro no. 1, Rajabasa, Bandar Lampung, Indonesia, 35145)
Sri Suningsih (Management, Faculty of Economics and Business, University of Lampung, - Jln. Prof. Soemantri Brojonegoro no. 1, Rajabasa, Bandar Lampung, Indonesia, 35145)
Kamadie Sumanda Syafis (Management, Faculty of Economics and Business, University of Lampung, - Jln. Prof. Soemantri Brojonegoro no. 1, Rajabasa, Bandar Lampung, Indonesia, 35145)
Siti Nurul'ain Hj Zaiton (Faculty of Applied Sciences Universiti Teknologi MARA Cawangan Johor, Kampus Pasir Gudang, 81750, Johor Darul Ta'zim, Malaysia)

Journal of Community Service and Empowerment
Vol. 6 No. 3 (2025): December

English proficiency in the context of digital communication has become an essential skill in the era of globalization, including for the managers of Village-Owned Enterprises (BUMDes). This community service program aims to enhance the English digital communication competence of BUMDes Purworejo managers in Pesawaran Regency, Lampung, in order to support the promotion of the village’s superior products through social media. Based on preliminary observations, there are still limitations in practical English skills and the professional use of social media. Through an English for Specific Purposes (ESP)-based training approach, participants were equipped with skills in creating English promotional content, captioning techniques, storytelling, and the introduction of commonly used digital marketing terminology. This activity is expected to improve the digital branding capacity of BUMDes, expand market reach, and strengthen the competitiveness of local village products. Moreover, the program contributes to the development of applied English studies in the field of digital business communication and community empowerment through language and technology literacy.