Transformasi Pemasaran UMKM melalui Pendampingan Digital Marketing di Desa Kaligerman Kecamatan Karanggeneng Kabupaten Lamongan

Luluk Indah Kholifatin (Universitas Islam Neger Sunan Ampel Surabaya)
Annafri Roaitulloh (Universitas Islam Neger Sunan Ampel Surabaya)
Muhammad Azhar Rafifil Hulqi (Universitas Islam Neger Sunan Ampel Surabaya)
Muhammad Zaky Rafif Nurkhafidhi (Universitas Islam Neger Sunan Ampel Surabaya)
Mazroatus Saadah (Universitas Islam Neger Sunan Ampel Surabaya)

Rahmah
Vol. 2 No. 2 (2026): Rahmah : Jurnal Pengabdian Masyarakat

This community service program aimed to optimize the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) through digital marketing assistance using the Participatory Action Research (PAR) approach. The methods employed included observation, problem identification, digital marketing seminars, implementation assistance, and evaluation involving 17 MSME owners in Kaligerman Village engaged in the production of snacks, traditional foods, and home-based processed products. The results showed that the participants gained a better understanding of the importance of digital marketing and were able to implement various promotional media, including the creation of social media accounts, business logos, banners, product catalogs, and registration of their businesses on Google Business Profile. The assistance also improved participants' digital literacy, strengthened their business identity, and enhanced the visibility of MSMEs through digital platforms.