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Abstract
This community service initiative aimed to strengthen digital marketing skills among residents of RT 008 RW 010, Semper Barat Subdistrict, North Jakarta. Many participants, mainly informal micro-entrepreneurs, had previously relied on conventional marketing methods and had minimal exposure to digital platforms. The training introduced them to tools such as Instagram, WhatsApp Business, Canva, and Shopee through a hands-on, participatory approach. Results showed significant improvements in digital literacy, content creation abilities, and confidence in promoting products online. Several participants successfully posted their products and received engagement from new customer segments. The program also fostered peer collaboration and addressed digital inclusion in underserved communities. While technical limitations such as device familiarity and internet access remained, the training demonstrated the potential of higher education institutions in supporting digital empowerment at the grassroots level
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References
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References
Aaker, D. A. (2013). Brand relevance: Making competitors irrelevant. Jossey-Bass.
Arifin, A., Wardokhi, W., & Yusuf, Y. (2022). Membangun Kesadaran Kemandirian Dengan Inovasi Dan Kreatifitas Usaha Pada Pemuda Karang Taruna Rw. 07 Kelurahan Rempoa. Jurnal Abdi Masyarakat Multidisiplin, 1(1), 62-65.
Handayani, S. W., Prabowo, H., & Rachmawati, R. (2020). Digital transformation challenges for SMEs in Indonesia. Journal of Business and Management Review, 1(6), 367–374.
Hidayat, R. (2022). Strategi pemasaran digital untuk UMKM di era revolusi industri 4.0. Jurnal Ekonomi dan Kewirausahaan, 4(2), 87–94.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kurniawan, A. (2020). Analisis kesiapan UMKM dalam pemanfaatan platform digital di masa pandemi. Jurnal Ilmu Ekonomi dan Bisnis Islam, 1(2), 55–65.
Kurniawati, D., & Cahyono, E. (2022). Peran adopsi teknologi digital terhadap perkembangan UMKM di Indonesia. Jurnal Administrasi Bisnis, 11(1), 34–42.
Maulana, M. R. (2021). Pengembangan konten visual untuk promosi digital pada UMKM lokal. Jurnal Komunikasi Digital, 5(3), 112–120.
Putri, N. A., & Ramadhani, F. (2020). Pemberdayaan UMKM melalui pelatihan digital marketing di masa pandemi Covid-19. Jurnal Pengabdian Masyarakat, 2(1), 25–31.
Sugiyono. (2017). Metode penelitian kombinasi (mix methods). Alfabeta.
Susanti, L., & Heryanto, A. (2019). Digitalisasi UMKM melalui penguatan strategi konten media sosial. Jurnal Ekonomi dan Kewirausahaan, 3(2), 97–103.
Wijaya, A. (2019). Optimalisasi penggunaan media sosial sebagai strategi pemasaran UMKM. Jurnal Manajemen dan Bisnis, 6(1), 45–52.