<![CDATA[This community service program conducted by the Jakarta State Polytechnic, Accounting Department, aims to improve the product marketing competency of MSME members of IWAPI Sawangan, Depok. The training was conducted at the Sawangan District Office with a training approach that refers to the Dessler model, including the stages of analysis, identification of partner needs, design (planning), as well as evaluation and development. The evaluation method used a pre-test and post-test to measure the increase in knowledge and skills of participants. The results of the analysis showed a significant difference between the pre-test and post-test scores, where the t value ≈ 8.55 and degrees of freedom (df = 23), this value is much greater than the t-table (around 2.07 at α = 0.05). The effect size (Cohen's d) value of 1.02 indicates a large effect, meaning the training had a very strong influence on improving participants' marketing competencies. Live Streaming Shopping training has proven to be very effective in strengthening the ability of MSMEs to utilize digital marketing strategies. Thus, this training can be a strategic solution for MSMEs to increase competitiveness in the era of digital transformation]]>
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