Empowering Micro, Small and Medium Enterprises Through Digital Marketing Training in Bojong Kulur, Bogor Regency

Abstract

Micro, Small, and Medium Enterprises are very important in economic growth, job creation, and income equality. Therefore, strengthening the capacity of Micro, Small, and Medium Enterprises is a priority in the national economic development agenda. However, the problem is that Micro, Small, and Medium Enterprises are faced with increasingly complex challenges, especially in terms of marketing. One of the most significant problems is limited access to wider and more competitive markets, especially through digital media, and not all Micro, Small, and Medium Enterprises are skilled at taking advantage of this opportunity. Bojong Kulur Village, Bogor Regency is an area with quite active growth of Micro, Small, and Medium Enterprises, especially in the home culinary and local fashion product sectors. However, based on the results of initial observations and interviews with several local business actors, it was found that most of them had not utilized digital media optimally to market their products. The purpose of this activity is for Micro, Small, and Medium Enterprises to understand the basic concepts of digital marketing, develop business accounts on social media, create attractive promotional content, and reach wider consumers online. The method used is Group Discussion, namely: presentation and discussion. The main results of community service are increasing knowledge and understanding, developing skills and abilities, as well as exchanging ideas and sharing experiences. The conclusion of community service activities is the Increased Capacity of the Bojong Kulur Community in having knowledge and skills in digital marketing. Development and utilization of Local Potential of Bojong Kulur Village. Increasing the welfare and quality of life of the Bojong Kulur community. Recommendations: from the implementation of community service, namely the need for sustainable development of community service in Bojong Kulur to increase positive impacts, and Increasing community involvement in the planning and implementation of community service.