Culinary MSMEs Brand Performance and Online Market Expansion through Digital Marketing Literacy

Joko Purdiyanto, Abd. Wahab Syahroni, Malikah Umar, Moh. Habibur Rohib, M. Saffan Azizi. S, Cepryana S Widyananda

Abstract


The fast pace of digital technology development requires Micro, Small and Medium Enterprises (MSMEs) to adopt digital marketing strategies in order to increase competitiveness and market reach. However, several culinary MSMEs in Balanggar Village, Pakong District, Pamekasan Regency still rely on traditional marketing methods and have limited digital marketing literacy, resulting in low online presence and restricted access to wider markets. This condition reflects the gap between the increasing importance of digital marketing adoption and the capability of rural MSMEs to utilize digital platforms effectively. Therefore, this community service activity aimed to improve digital marketing literacy, strengthen MSME branding performance, and support online market expansion through the implementation of digital marketing practices. The novelty of this activity lies in the integration of digital marketing literacy improvement, branding strengthening, and online market development within a community based empowerment framework to support the digital transformation of rural culinary MSMEs. The program was conducted with MSME partners, including Es Lumut Mama, using the Asset Based Community Development (ABCD) approach as a solution based on existing business potential for sustainable development. The activities included needs assessment, digital marketing training, social media management mentoring, digital content creation, branding development, marketplace utilization, and development of a website based online ordering system. The results showed improvements in participants’ understanding of digital marketing concepts, social media utilization skills, digital content creation abilities, and the development of digital business assets. The program successfully supported the rebranding of Es Lumut Mama, optimized MSME social media accounts, developed digital product catalogs, and established a website based ordering platform. The evaluation results indicated a significant improvement in participants’ digital marketing literacy and practical ability to implement digital marketing strategies. This activity contributes to Sustainable Development Goal 8 on Decent Work and Economic Growth and Sustainable Development Goal 9 on Industry, Innovation and Infrastructure by strengthening MSME competitiveness through digital technology adoption.


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DOI: http://dx.doi.org/10.33474/penadimas.v4i2.30325

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