Pemberdayaan UMKM Melalui Pelatihan Digital Marketing dan Optimalisasi Konten Kreatif di RW 12 Asrikaton Malang

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in supporting Indonesia’s economy; however, many local businesses still face challenges in adopting digital marketing strategies. This community service program was conducted to improve the digital marketing capabilities of MSMEs in RW 12, Asrikaton Village, Pakis District, Malang Regency, through participatory training and mentoring. The program focused on product photography using smartphones, creative content design with Canva, copywriting based on the AIDA (Attention, Interest, Desire, Action) model, and the optimization of Instagram Business features. The implementation consisted of three stages: preliminary assessment, intensive three-day training, and post-training mentoring. Four MSMEs—Dimsum Arofa & Co, Baknyam Malang, Moumo chi, and Veloka—participated in the program. The results demonstrate substantial improvements in participants' ability to produce high-quality promotional content, manage Instagram Business accounts independently, and develop persuasive marketing messages. In addition, participants showed increased confidence in utilizing digital platforms to strengthen brand visibility and expand market reach. The findings indicate that practical, hands-on digital marketing assistance effectively enhances the digital capacity of MSMEs and contributes to improving their competitiveness in the digital marketplace