<![CDATA[UMKM have long served as a key pillar of Indonesia’s economy due to their significant contribution to Gross Domestic Product (GDP) and employment absorption. However, after the Covid-19 pandemic, many micro businesses in North Minahasa Regency, particularly in Kalawat Village, experienced business decline and even closure. One of the main challenges faced by micro business actors is the low capacity in product innovation and digital-based marketing. This community service program aims to provide knowledge transfer through training and mentoring activities focused on strengthening business capacity, improving innovation, and enhancing digital marketing strategies. The priority issues faced by the partners include limited utilization of social media platforms such as Facebook, Instagram, and WhatsApp, as well as the lack of skills in developing websites and using Google My Business for promotion. In addition, partners require knowledge regarding consumer-oriented product design and basic digital marketing concepts. The activities were implemented through counseling, training, and continuous assistance. The expected outputs of this program include a scientific article published in an ISSN-indexed community service journal, improved business competitiveness, increased application of science and technology in business management,and a documentation video uploaded to YouTube. ABSTRAK Usaha Mikro Kecil Menengah (UMKM) telah lama menjadi penopang perekonomian Indonesia karena kontribusinya terhadap Produk Domestik Bruto (PDB) dan penyerapan tenaga kerja. Namun, pasca pandemi Covid-19 banyak pelaku usaha mikro di Kabupaten Minahasa Utara, khususnya di Desa Kalawat, mengalami penurunan aktivitas usaha bahkan penutupan. Salah satu permasalahan utama yang dihadapi adalah rendahnya kapasitas pelaku usaha dalam inovasi serta pemasaran produk berbasis digitalisasi. Kegiatan pengabdian ini bertujuan memberikan transfer pengetahuan melalui pelatihan dan pendampingan terkait penguatan kapasitas, inovasi produk, dan strategi pemasaran digital. Permasalahan prioritas mitra meliputi keterbatasan pemanfaatan media sosial seperti Facebook, Instagram, WhatsApp, serta penggunaan website dan Google My Business sebagai sarana promosi. Selain itu, mitra juga membutuhkan pemahaman desain produk yang berorientasi pada kebutuhan konsumen serta dasar-dasar pemasaran digital. Metode pelaksanaan kegiatan meliputi penyuluhan, pelatihan, dan pendampingan secara langsung. Luaran kegiatan berupa artikel ilmiah pada jurnal nasional pengabdian masyarakat multidisiplin ber-ISSN dan terindeks Sinta, peningkatan daya saing UMK, peningkatan penerapan IPTEK dalam manajemen usaha, dan video dokumentasi pada platform YouTube. ]]>
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