EMPOWERING THE COMMUNITY OF JANJI MANAON VILLAGE BATANG ANGKOLA DISTRICT THROUGH DIGITAL MARKETING OF SMALL AND MEDIUM ENTERPRISE PRODUCTS

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the main pillars of Indonesia’s economy, contributing significantly to the national GDP and employment absorption. However, MSMEs face serious challenges such as limited access to capital, low digital literacy, and marketing constraints that are still predominantly carried out through traditional methods. Janji Manaon Village, Batang Angkola District, South Tapanuli Regency, has great potential in developing MSMEs based on local products. Unfortunately, most business actors still market their products in a limited way through traditional markets, making it difficult to reach a wider range of consumers. Changes in consumer behavior in the digital era open up great opportunities for MSMEs to enhance competitiveness, especially through digital marketing strategies that have proven to be more effective, affordable, and capable of expanding markets. This community service activity aims to empower MSMEs in Janji Manaon Village through training and mentoring in digital marketing. The methods used include a participatory approach, digital literacy training, hands-on practice in using social media and marketplaces, as well as continuous mentoring. The results of the activities show a significant increase in the community’s digital literacy, the establishment of online business accounts, improved skills in creating promotional content, and the expansion of product marketing reach beyond the village. Several MSME actors also experienced increased sales, and local change agents emerged to serve as mentors for other business actors. Overall, this program has proven effective in strengthening the capacity of village MSMEs to utilize digital technology for product marketing, reinforcing community economic independence, and generating positive impacts on local economic development. This success is expected to serve as a best practice that can be replicated in other villages with similar conditions.