Digitalisasi Pemasaran dan Penguatan Peran Kelembagaan Untuk Mendukung UMKM Tangguh Berkelanjutan di Kabupaten Tanggamus

Abstract

The MSME sector in Tanggamus Regency continues to develop but faces constraints regarding production capacity, low digital literacy, minimal digital marketing literacy, weak product branding, and suboptimal use of technology for marketing and market expansion. The Dosen Mengabdi Inovasi Pulang Kampung program was implemented to address these issues, aiming to enhance digital marketing capacity, strengthen institutions, and build a resilient business ecosystem. The activities were conducted through training and mentoring. In the initial stage, monitoring was carried out online to screen participants and evaluate the follow-up of previous training. Subsequently, training was conducted for 26 MSMEs by providing guidance on digital marketing principles and content creation strategies, involving direct practice using smartphones. The results of monitoring and institutional strengthening indicate the formation of an effective communication platform for sharing business development information via an MSME WhatsApp group, although formal institutions have not yet been established. Notably, 40% of participants have obtained PIRT certificates as evidence of follow-up from the 2024 training. Meanwhile, branding and storytelling training results showed that 53.84% (14 MSMEs) successfully produced independent promotional materials in the form of posters. Despite challenges regarding business diversity and technological proficiency, MSMEs in Tanggamus Regency demonstrated good adaptability to consumer characteristics in the digital market.