Social Media-Based Digital Marketing Training Enhances MSME Competitiveness

Natalia Sihombing S.Pd Rabu, September 02, 2026
Illustration by AI
FORMOSA NEWS

In August 2026, a community service team from Universitas Nahdlatul Utama Lampung led by Lulut Ismaya, alongside Safrudin and Dina Nadiyah Faiqoh, successfully implemented a digital marketing training program to boost the competitiveness of Micro, Small, and Medium Enterprises (MSMEs). This initiative is crucial because the MSME sector absorbs 97% of the national workforce and contributes over 60% of Indonesia's GDP, yet most practitioners still face constraints related to low digital literacy and minimal social media utilization.

Despite being a main economic pillar, many MSME practitioners in the field still rely on conventional word-of-mouth strategies and have not optimally managed platforms such as Instagram, Facebook, TikTok, and WhatsApp Business. A lack of skills in creating engaging promotional content and minimal understanding of digital marketing tactics make it difficult for them to compete in the digital economy era.

This empowerment program applied a participatory approach involving the identification of participant needs, provision of educational materials, interactive discussions, hands-on promotional content creation, and periodic evaluations of participant capabilities.

Evaluation results of the activity showed a significant surge in competence among participants:

  • Participant understanding of the digital marketing concept surged from 58% to 91%.
  • The ability to utilize social media as a promotional tool increased from 52% to 88%.
  • Skills in creating digital promotional content in the form of photos, videos, and engaging captions rose from 47% to 86%.
  • Participant motivation and readiness to implement sustainable digital marketing surged from 69% to 95%.

Lulut Ismaya and the team asserted that this hands-on, practice-based mentoring proved effective in accelerating MSME digital transformation. Through the mastery of social media strategies, business practitioners are able to expand market share without geographical boundaries, reduce promotional costs, increase productivity, and strengthen competitiveness sustainably.

Author Profiles:

  • Lulut Ismaya: Academic and researcher from Universitas Nahdlatul Utama Lampung.
  • Safrudin: Academic and researcher from Universitas Nahdlatul Utama Lampung.
  • Dina Nadiyah Faiqoh: Academic and researcher from Universitas Nahdlatul Utama Lampung.

Research Source:

Natalia Sihombing S.Pd

Diposting oleh Natalia Sihombing S.Pd

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