Enhancing MSME competitiveness through packaging design and digital marketing strategies in Kuala Jambi

Renny Afriany (Sekolah Tinggi Ilmu Kesehatan Garuda Putih, Jambi, Indonesia)
Samsinar Samsinar (Sekolah Tinggi Ilmu Kesehatan Garuda Putih, Jambi, Indonesia)
Suryati Suryati (Sekolah Tinggi Ilmu Kesehatan Garuda Putih, Jambi, Indonesia)
Vina Dwi Lestari (Sekolah Tinggi Ilmu Kesehatan Garuda Putih, Jambi, Indonesia)
Novida Nengsih (Sekolah Tinggi Ilmu Kesehatan Garuda Putih, Jambi, Indonesia)

Community Empowerment
Vol. 11 No. 1 (2026)

Digital literacy gaps and limited market access are primary obstacles to the growth of MSMEs in Kuala Jambi. This community service program, supported by the 2024 Kemendikbud Grant, aims to enhance digital marketing capacity through visual identity strengthening and social media optimization. The implementation methods included socialization, packaging design training using Canva and CorelDraw, and content management mentoring on Facebook, Instagram, and TikTok platforms. Results demonstrated that 90% of participants mastered digital promotion concepts and independently produced more aesthetic product packaging. The program's implementation not only expanded market reach beyond the local area but also drove sales volume growth through the activation of digital business accounts. This initiative proves that adapting design technology and digital marketing is a crucial catalyst for transforming local MSMEs into competitive and sustainable business units in the digital economy era.