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Abstract
This community service program aims to strengthen the marketing capacity of micro and small business actors in RT 008/010, Semper Barat, North Jakarta through digital marketing-based empowerment. Preliminary assessment revealed that most MSME actors relied on conventional marketing methods and possessed limited digital literacy, which constrained their ability to expand market reach and improve sales performance. The program was implemented using a participatory capacity-building approach that integrated digital marketing training, basic branding and content creation, and hands-on mentoring in the use of social media and online business platforms. Program outcomes were evaluated through pre- and post-training assessments, observation of changes in promotional practices, and short-term monitoring of early market responses. The results indicate improvements in participants’ digital literacy, promotional skills, and initial engagement with online marketing channels. Although early economic impacts were modest, the observed behavioral changes provide a foundation for longer-term business development. These findings suggest that community-based digital marketing empowerment can contribute to strengthening MSME competitiveness and supporting local economic resilience in urban communities.
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References
- Ahmad, S. Z., & Ahmad, N. (2020). Training and development for small business performance: The mediating role of digital capability. Journal of Small Business Management, 58(3), 1–20.
- Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
- Fahmi, D., Halimah, I., & Yusuf, Y. (2024). Sosialisasi Penyusunan Laporan Keuangan Guna Meningkatkan Usaha Umkm Di Pokdarwis Ekowisata Keranggan Tangerang Selatan. Jurnal Abdi Masyarakat Multidisiplin, 3(2), 13-18.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
- Kusumawati, A., & Syahchari, D. H. (2021). Digital transformation and MSME performance in Indonesia. Journal of Small Business and Enterprise Development, 28(3), 450–467.
- Muhran, M., Haqi, I. A., & Ankisqiantari, N. (2026). Peningkatan Kapasitas Pemasaran Digital dalam Mendorong Daya Saing Produk UMK Lokal. ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat, 4(1), 26-40.
- Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: Evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0049-7
- Rudihartati, L., Ferdiansyah, M., & Rahman, T. (2025). Inklusi digital dan pemberdayaan UMKM Lampung Tengah: Meningkatkan daya saing usaha mikro, kecil, dan menengah di era digital. Jurnal Pengabdian Nasional (JPN) Indonesia, 6(1), 64-72.
- Siregar, S., Wibasuri, A., Azima, M. F., & Mitrawan, A. (2025). Penguatan Literasi Digital bagi Pelaku UMKM: Pendekatan Partisipatif dalam Pengembangan Strategi Pemasaran Berbasis Sosial Media. Jurnal Pengabdian Kepada Masyarakat, 3(2), 74-85.
- Susilo, Y. S. (2020). Peran UMKM dalam perekonomian Indonesia. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 145–160.
- Tambunan, T. (2019). UMKM di Indonesia: Perkembangan, kendala, dan tantangan. Ghalia Indonesia.
- Valentina, A., Suryaningsih, S., Pangestoeti, W., Yahya, G. Y., & Rolisti, D. (2024). Pelatihan Digital Marketing Dalam Rangka Penguatan Kapasitas UMKM Desa Ekang Anculai. Khidmat: Journal of Community Service, 1(1), 46-54.
- Yulinda, A. T., Kusuma, M., Arianto, T., & Yuniarti, R. (2025). Strategi Penguatan SDM dan Pemasaran Digital Bagi Pelaku UMKM di Kota Bengkulu. Jurnal Solusi Masyarakat (JSM), 3(2), 89-98.
References
Ahmad, S. Z., & Ahmad, N. (2020). Training and development for small business performance: The mediating role of digital capability. Journal of Small Business Management, 58(3), 1–20.
Chaffey, D., & Ellis-Chadwick, F. (2020). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Fahmi, D., Halimah, I., & Yusuf, Y. (2024). Sosialisasi Penyusunan Laporan Keuangan Guna Meningkatkan Usaha Umkm Di Pokdarwis Ekowisata Keranggan Tangerang Selatan. Jurnal Abdi Masyarakat Multidisiplin, 3(2), 13-18.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kusumawati, A., & Syahchari, D. H. (2021). Digital transformation and MSME performance in Indonesia. Journal of Small Business and Enterprise Development, 28(3), 450–467.
Muhran, M., Haqi, I. A., & Ankisqiantari, N. (2026). Peningkatan Kapasitas Pemasaran Digital dalam Mendorong Daya Saing Produk UMK Lokal. ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat, 4(1), 26-40.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: Evidence from Indonesia. Eurasian Business Review, 7(1), 25–41. https://doi.org/10.1007/s40821-016-0049-7
Rudihartati, L., Ferdiansyah, M., & Rahman, T. (2025). Inklusi digital dan pemberdayaan UMKM Lampung Tengah: Meningkatkan daya saing usaha mikro, kecil, dan menengah di era digital. Jurnal Pengabdian Nasional (JPN) Indonesia, 6(1), 64-72.
Siregar, S., Wibasuri, A., Azima, M. F., & Mitrawan, A. (2025). Penguatan Literasi Digital bagi Pelaku UMKM: Pendekatan Partisipatif dalam Pengembangan Strategi Pemasaran Berbasis Sosial Media. Jurnal Pengabdian Kepada Masyarakat, 3(2), 74-85.
Susilo, Y. S. (2020). Peran UMKM dalam perekonomian Indonesia. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 145–160.
Tambunan, T. (2019). UMKM di Indonesia: Perkembangan, kendala, dan tantangan. Ghalia Indonesia.
Valentina, A., Suryaningsih, S., Pangestoeti, W., Yahya, G. Y., & Rolisti, D. (2024). Pelatihan Digital Marketing Dalam Rangka Penguatan Kapasitas UMKM Desa Ekang Anculai. Khidmat: Journal of Community Service, 1(1), 46-54.
Yulinda, A. T., Kusuma, M., Arianto, T., & Yuniarti, R. (2025). Strategi Penguatan SDM dan Pemasaran Digital Bagi Pelaku UMKM di Kota Bengkulu. Jurnal Solusi Masyarakat (JSM), 3(2), 89-98.