EMPOWERING MSMES IN KAMPUNG TAHU, BINJAI CITY, THROUGH DIGITAL MARKETING AND PRODUCT INNOVATION TO ENHANCE BUSINESS COMPETITIVENESS AND INCOME

Abstract

This community service program aimed to strengthen the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Kampung Tahu, Binjai City, through integrated digital marketing and product innovation. The program addressed key challenges faced by local tofu-based MSMEs, including limited digital literacy, weak promotional capabilities, inadequate branding, and limited product differentiation. A participatory approach was implemented through problem identification, training, practical sessions, mentoring, monitoring, and evaluation. Training covered digital marketing strategies, WhatsApp Business, social media, marketplace utilization, product photography, promotional content creation, branding, packaging, and tofu-based product innovation. The results showed improved participant understanding and practical skills in managing digital business accounts, creating promotional content, presenting products attractively, and utilizing digital platforms to communicate with consumers and expand market opportunities. Participants also demonstrated increased awareness of product differentiation, packaging improvement, labeling, and value-added product development. Continuous mentoring supported the application of acquired skills and strengthened participants’ independence. Overall, the program provided a practical foundation for improving MSME competitiveness and creating greater income-generating opportunities. The integration of digital marketing and product innovation is recommended as a sustainable strategy for strengthening MSME development.