Penguatan Produk Lokal melalui Digitalisasi UMKM di Desa Bengking

Abstract

The development of digital technology provides significant opportunities for rural MSMEs to enhance the competitiveness of local products through digital-based marketing. However, most MSME actors in Bengking Village still face challenges in utilizing technology, including limited digital literacy, weak product branding, and the underutilization of social media and digital marketplaces. This community service activity aimed to strengthen local products through the digitalization of MSMEs in Bengking Village. The implementation method used a participatory approach consisting of observation, socialization, training, mentoring, and evaluation stages. The training focused on digital marketing, promotional content creation, product branding, business social media management, and marketplace utilization. The results showed an improvement in the participants’ ability to use digital technology for product promotion and marketing. In addition, MSME products began to develop more attractive visual identities through logo design, packaging, and digital product catalogs. The evaluation results also indicated an increase in participants’ understanding of MSME digitalization after the training and mentoring activities. Therefore, MSME digitalization can serve as an effective strategy to strengthen local products, improve the competitiveness of rural businesses, and expand market reach sustainably.