Empowering Bojonegoro Handicraft MSMEs through digital marketing and financial literacy assistance

Authors

  • Yossy Imam Candika Department of Business, D4 Banking and Finance, Faculty of Vocational Studies, Universitas Airlangga
  • Riska Nur Rosyidiana Department of Business, D3 Accounting, Faculty of Vocational Studies, Universitas Airlangga https://orcid.org/0000-0002-4303-2868
  • Gaby Silvy Fauziah Department of Business, D3 Taxation, Faculty of Vocational Studies, Universitas Airlangga

DOI:

https://doi.org/10.26905/abdimas.v10i4.16262

Keywords:

Digital marketing, Financial management, Handicraft

Abstract

The handicraft industry in Bojonegoro, East Java, holds significant potential through products such as Jonegoroan batik, batik painting, knitted products, and teakwood crafts. However, members of the Asosiasi Handicraft Jatim (AHJ) Bojonegoro still face critical challenges in digital marketing and financial management. Limited use of Google Business Profile and the absence of systematic bookkeeping have restricted market reach and weakened sustainability. To address this issue, a community service program was conducted with the aim of empowering local artisans through knowledge transfer and practical mentoring. The method was implemented in five stages: planning, implementation, evaluation, feedback, and sustainability. The implementation included two main sessions, namely digital marketing and financial literacy training, complemented by mentoring and practice. 30 MSMEs owners participate in the program, and pre- and post-tests revealed significant improvement in knowledge. Evaluation results showed positive responses, with participants expressing strong interest in the continuation of similar programs. This mentoring program contributed to enhancing partners’ capacity to expand market reach, improve business financial management practices, and strengthen the economic competitiveness of handicraft MSMEs in Bojonegoro in a sustainable manner.

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Published

2025-11-30

How to Cite

Candika, Y. I., Rosyidiana, R. N., & Fauziah, G. S. (2025). Empowering Bojonegoro Handicraft MSMEs through digital marketing and financial literacy assistance. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 10(4), 895–909. https://doi.org/10.26905/abdimas.v10i4.16262

Issue

Vol. 10 No. 4 (2025): November 2025

Section

Social and Humaniora

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