Penguatan Kapasitas Digital UMKM Berbasis Potensi Lokal melalui Pelatihan Marketplace dan Pembuatan Konten Promosi di Kabupaten Agam

Rahmiati Rahmiati; Gesit Thabrani; Ahmad Istiqlal Ahlunnazak; Arief Maulana; Thamrin Thamrin; Afriosa Syawitri; Yasri Yasri; Endah Purwaningsih

doi:10.62007/jouipi.v4i3.1096

Authors

Rahmiati Rahmiati Universitas Negeri Padang
Gesit Thabrani Universitas Negeri Padang
Ahmad Istiqlal Ahlunnazak Universitas Negeri Padang
Arief Maulana Universitas Negeri Padang
Thamrin Thamrin Universitas Negeri Padang
Afriosa Syawitri Universitas Negeri Padang
Yasri Yasri Universitas Negeri Padang
Endah Purwaningsih Universitas Negeri Padang

DOI:

https://doi.org/10.62007/jouipi.v4i3.1096

Keywords:

MSME, marketplace, digital marketing, promotional content, Agam Regency

Abstract

Digital transformation offers MSMEs opportunities to expand market reach, yet many MSMEs in Agam Regency still face limitations in using marketplaces and creating digital promotional content. This community service program aimed to strengthen MSMEs’ digital marketing capacity through marketplace and promotional content training. Twenty MSME owners participated in presentations, demonstrations, hands-on practice, mentoring, and evaluation. The results showed high participant evaluations for digital content training (4.43/5) and marketplace training (4.51/5). In practical outcomes, 85% of participants established an online store or digital account, 90% uploaded products, and 85% used marketplaces or social media for marketing. In addition, 100% reported being able to create attractive product photos, 84.21% short promotional videos, and 89.47% persuasive captions. All key indicators exceeded the 75% program target. These findings indicate that practice-based training and mentoring can effectively strengthen MSMEs’ digital marketing capabilities.

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