Pemberdayaan Ibu-Ibu PKK melalui Pelatihan Digital Marketing untuk Meningkatkan Literasi Digital dan Daya Saing UMKM di Desa Ngembung, Kabupaten Gresik

Abstract

Digital transformation has become an essential factor in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs). However, many rural MSME actors have not yet utilized digital technology for marketing due to limited digital literacy and inadequate skills in using digital platforms. This community service program aimed to improve the digital marketing knowledge and skills of members of the Family Welfare Empowerment (PKK) group in Ngembung Village, Gresik Regency, as an effort to support community-based MSME development. The program employed a Participatory Learning and Empowerment (PLE) approach consisting of needs assessment, educational sessions, interactive discussions, demonstrations, and program evaluation. The participants consisted of 30 PKK members who owned or intended to develop micro-enterprises. The results indicated that participants were highly enthusiastic and actively engaged throughout the training process. The program enhanced participants' understanding of digital marketing concepts, the benefits of digital media for product promotion, and the use of digital platforms such as social media, online marketplaces, WhatsApp Business, and Google My Business. Furthermore, the training increased participants' motivation to adopt digital technology in developing their businesses. The findings demonstrate that digital marketing training serves as an effective community empowerment strategy for strengthening the digital literacy of MSME actors and improving the competitiveness of local products. Continuous mentoring is recommended to ensure the sustainable implementation of digital marketing practices within the community.