Digital Transformation of UMKM Nusantria: Enhancing Batik and Ecoprint Marketing through Social Media and E-Commerce in Wonosalam

Aileena Solicitor C.R.E.C (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)
Mahimma Romadhona (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)
Roziana Febrianita (Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia)

Jurnal Abdimas Indonesia : Jurnal Abdimas Indonesia
Vol. 5 No. 4 (2025)

This study examines the 2025 community service program aimed at transforming the digital marketing capabilities of UMKM Nusantria, a batik and ecoprint MSME in Sumberjo Village, Wonosalam Subdistrict, Jombang Regency, East Java. Addressing challenges in digital marketing skills, content management, and market access, the program employed a Community-Based Empowerment scheme, providing training, content production tools (lighting studios, mini studios, gimbals), and a dedicated website. Qualitative evaluation through interviews, observations, and screenshots revealed enhanced Instagram engagement, active Shopee content with customer purchases, and improved content management skills, aligning with SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Dissemination via workshops, UPN Veteran Jatim’s portal, and case studies positioned UMKM Nusantria as a replicable model for East Java’s creative economy. Future initiatives could integrate advanced SEO training and cooperative models to further expand market reach, fostering sustainable growth in Indonesia’s MSME sector.