Empowering MSMEs through digital marketing assistance at Baitul Mal Banda Aceh
DOI:
https://doi.org/10.26905/abdimas.v10i4.16157Keywords:
Capacity building, Community service, Digital marketing, Mentoring program, MSME empowermentAbstract
In the current era of rapid technological advancement, digital marketing has become a vital strategy for business sustainability and growth, especially among Micro, Small, and Medium Enterprises (MSMEs). Effective and efficient use of digital marketing tools can significantly enhance market reach, increase brand awareness, and ultimately improve sales performance while reducing operational costs. Nevertheless, many MSMEs still face barriers in adopting digital platforms due to limited knowledge and technical skills. This community outreach initiative provides structured and targeted digital marketing assistance to MSMEs affiliated with Baitul Mal Banda Aceh. The mentoring model consists of five key stages: (1) needs identification and analysis, (2) mentoring plan development, (3) implementation of mentoring sessions, (4) monitoring and evaluation, and (5) reporting of outcomes. The results indicate a noticeable improvement in participants’ understanding of digital marketing concepts and platforms. Most MSMEs successfully created and managed social media accounts (Instagram and TikTok) and utilized e-commerce and food delivery platforms such as GrabFood and GoFood for product promotion. Participants also demonstrated increased confidence and independence in designing promotional content using digital tools. Overall, the program received positive responses from participants and shows strong potential for sustainability as a community-based digital empowerment model for MSMEs.
Downloads
References
Addlin Pooviga, C., Ramprabha, K., Saxena, S., Vinnarasi, B., & Krishnamoorthi, M. (2024). The impact of digital marketing strategies on customer attitude and purchase intention towards electronic gadgets: A study on Indian Students. In Harnessing AI, machine learning, and ioT for intelligent business: Volume 1 (pp. 849-856). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-67890-5_76
Ali, M. S. S., Ahamat, A., & Yas, R. (2021). Exploring social media marketing strategies in small and medium enterprises (SMEs) of the halal food industry. SEARCH Journal of Media and Communication Research: Special Issue ICEMC 2021, Special Issue(3), 157-168.
Alqasa, K. M. A., & Afaneh, J. A. A. (2022). A study on digital marketing and sme performance during COVID-19: A case Saudi Smes. International Journal of eBusiness and eGovernment Studies, 14(1), 344-360. https://doi.org/10.34109/ijebeg.202214117
Aqmala, D., & Putra, F. I. F. S. (2024). Gemas: Enhancing the distribution of integrated eco-friendly marketing strategies towards digital transformation and global competitiveness. Journal of Distribution Science, 22(5), 39-57. https://doi.org/10.15722/jds.22.05.202405.39
Cuijten, N., Wongpun, S., Buaprommee, N., Suwannahong, R., & Inmor, S. (2024). Exploring the digital marketing potential and needs for digital marketing capabilities of service sector MSMEs in Thailand. Journal of Business Economics and Management, 25(5), 1052-1074. https://doi.org/10.3846/jbem.2024.22470
Harahap, H. S., Dewi, N. K., & Ningrum, E. P. (2021). Pemanfaatan digital marketing bagi UMKM. Jurnal Loyalitas Sosial, 3(2), 77-85. https://doi.org/10.32493/JLS.v3i2.p77-85
Helmi, S., Setyadi, B., Wedadjati, R. S., AM, M. A., & Yahya, N. (2025). Digital literacy model to improve the marketing skills of MSME women with a community-based educational approach. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 9(1), 313-322. https://doi.org/10.22437/jiituj.v9i1.32670
Herawati, A., Sarwani, S., Lestari, D. S., & Listyawati, L. (2023). Sequential explanatory approach: Digital marketing implementation acceleration programme that supports the marketing performance of MSME actors. Economic and Regional Studies, 16(4), 567-597. https://doi.org/10.2478/ers-2023-0036
Rachmawati, R., Sadasri, L. M., Susilowati, A. P. E., Neta, A. R., Ananda, M., & Wicaksana, I. W. (2025). Penguatan UMKM melalui digital branding, digital marketing, dan literasi digital masyarakat untuk menunjang Pola Wisata Pergi-Pulang Sehari (Excursionist) dan MICE (Meeting-Incentive-Convention-Exhibition) di Kalurahan Sidoarum. Jurnal Pengabdian, Riset, Kreativitas, Inovasi, dan Teknologi Tepat Guna, 3(1), 41-57. https://doi.org/10.22146/parikesit.v3i1.17408
Sasongko, A. I., Widjaja, G. C., Theodore, J., Afriliana, N., Matsuo, T., & Gaol, F. L. (2023). The effect of digital marketing on micro, small and medium enterprise in Indonesia. In International Conference on Applied Informatics and Media Design (pp. 147-156). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-031-30769-0_14
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Syukri, A. U., & Sunrawali, A. N. (2022). Digital marketing dalam pengembangan usaha mikro, kecil, dan menengah. KINERJA: Jurnal Ekonomi dan Manajemen, 19(1), 170-182. https://doi.org/10.30872/jkin.v19i1.10207
Ubaidilah, A., Nurmahmudah, L., Faizal, M., Ibrahim, D., Salsabila, S., & Apriliani, D. (2025). Implementation of online-based marketing for MSMES in Pasirhandap and Pagerwangi areas: Implementasi pemasaran UMKM berbasis online di Kawasan Pasirhandap, Pagerwangi. CONSEN: Indonesian Journal of Community Services and Engagement, 5(2), 255-265. https://doi.org/10.57152/consen.v5i2.2236
Umami, I., Pee, A. N. B. C., Sulaiman, H. A. B., & Mar’ati, F. S. (2023). A literature review of MSME success: Acceptance and use of technology, financial access, and strategic cooperation. Multidisciplinary Reviews, 6. https://10.31893/multirev.2023ss086
Wongpun, S., Cuijten, N., Inmor, S., Suwannahong, R., & Buaprommee, N. (2024). Design and develop an online digital marketing course to enhance Thai manufacturing MSME’s digital marketing capabilities. Journal of Infrastructure, Policy and Development, 8(8), 1-27. https://doi.org/10.24294/jipd.v8i8.4885
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright of the published articles will be transferred to the journal as the publisher of the manuscripts. Therefore, the author confirms that the copyright has been managed by the journal.
- Publisher of Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang is University of Merdeka Malang.
- The copyright follows Creative Commons Attribution-ShareAlike License (CC BY SA): This license allows to share, copy, and redistribute the material in any medium or format, adapt, remix, transform, and build upon the material, for any purpose, even commercially.
