Pemberdayaan Umkm Melalui Transformasi Digital Menuju Kemandirian Ekonomi Lokal Di Desa Tunggangri Kab. Tulungagung Jawa Timur

Abstract

The development of digital technology has driven significant changes in various aspects of life, including the Micro, Small, and Medium Enterprises (MSMEs) sector. In Tunggangri Village, Kalidawir District, Tulungagung Regency, East Java, MSMEs have significant potential, but they have not yet fully utilized digital technology in product marketing. This community service activity aims to empower MSMEs through digital marketing training to encourage digital transformation and achieve local economic independence. The method used is the Assets-Based Community Development (ABCD) approach, focusing on human capital and technology development. The training included an introduction to digital marketing strategies, practical product photography and editing, promotional caption development, and the creation of Google Maps for participants' businesses. Results showed that 14 of the 17 MSMEs began actively utilizing social media platforms such as Facebook, Instagram, TikTok, and WhatsApp to market their products, although some older entrepreneurs still faced challenges. This training had a positive impact by improving MSMEs' digital skills, expanding promotional reach, and streamlining marketing costs. Digital transformation is expected to strengthen the local economy and create independent and competitive MSMEs in the digital era.

Keywords : MSMEs; Digital Marketing; Community Empowerment; Digital Transformation.