Online Digital Promotion Workshop to Improve Technological Literacy of Local SMEs
Keywords:
Digital Literacy, Digital Promotion, MSMEs, Technological Literacy, Participatory Action ResearchAbstract
The low level of digital literacy among Micro, Small, and Medium Enterprises (MSMEs) is a major obstacle in optimizing the use of e-commerce platform technology for business sustainability. Most MSMEs are still in the basic access phase, where the internet is used more often for entertainment and informal communication than for productive or business activities. This community service activity aims to improve technological literacy and digital promotion skills for MSMEs in Marioritengnga Village, Soppeng Regency. The method used was Participatory Action Research (PAR) integrated with student Community Service (KKN) activities. This training involved 56 MSMEs and focused on promotional content creation practices, more effective social media use, SEO optimization, and graphic design. The results of the activity showed a significant increase in digital literacy and understanding of participants in utilizing digital marketing applications to design attractive promotional strategies. The novelty of this activity lies in the personalized mentoring tailored to the local needs of rural MSMEs so they can optimize local processed products and compete in the national market. In conclusion, improving digital literacy has proven crucial for bridging MSMEs with expanding market reach, increasing competitiveness, and economic resilience. Synergy between the government, academics, and technology providers is urgently needed to support the acceleration of sustainable digitalization of MSMEs.
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