Pemberdayaan UMKM Lokal Melalui Digitalisasi Pemasaran Dan Inovasi Produk Di Kelurahan Kolo Kota Bima

Abstract

This community service activity aims to empower Micro, Small, and Medium Enterprises (MSMEs) in Kolo Village, Bima City, through digital marketing and product innovation. Fifteen MSMEs participated in this activity, operating in various sectors, such as seafood processing, salt processing, and agricultural products. The program lasted for one month, from August to September 2025, and included mentoring related to digital marketing, social media usage, and product innovation. The main objective of this activity was to improve the understanding and skills of MSMEs in utilizing digital technology to expand market reach, increase sales, and introduce their products to a wider market, both locally and nationally. The training provided included creating business accounts on social media platforms, managing marketing content, and innovating superior products. Evaluation results showed that 65% of participants experienced a 10%-30% increase in sales, and most participants successfully expanded their market reach through digital platforms. Despite some challenges, such as limited internet infrastructure, the program had a positive impact on increasing the economic independence of MSMEs in the area. Therefore, it is recommended that the mentoring program be continued with further training on more in-depth digital marketing strategies, as well as the provision of better facilities and internet access to support the sustainability of MSME digitalization.