Strategi Penguatan Kapasitas Pemasaran Berbasis Platform Online di Desa Kutorejo, Kertosono

Abstract

The shifting consumer behavior from conventional to online transactions requires Micro, Small, and Medium Enterprises (MSMEs) to adapt rapidly. Unfortunately, not all MSMEs possess adequate digital literacy and online marketing infrastructure. This community service program aimed to enhance the digital marketing capacity of Yori's Garment MSME in Kutorejo Village, Kertosono District, Nganjuk Regency through the Asset Based Community Development (ABCD) approach. Intervention methods included local asset mapping, optimization of social media platforms (Facebook Business Page and WhatsApp Business), product branding reinforcement, marketplace integration, and intensive technical assistance over 35 days. The program results demonstrated a significant increase in business turnover by 172%, market expansion from local to regional and national coverage, as well as local labor absorption through the recruitment of two new employees. More importantly, a paradigm shift occurred in how the partner perceives digital technology—from merely a communication tool to a strategic instrument for business development. This program proves that micro-scale garment MSMEs possess the capacity for digital transformation when provided with appropriate, participatory, and sustainable assistance. The success of this intervention recommends the adoption of asset-based approaches in MSME empowerment programs and the strengthening of digital infrastructure in rural areas