Empowering OTOP MSMEs through Digital Marketing Literacy for Global Market Access

Authors

  • Candra Dwi Hardiana Lecturer of Sekolah Tinggi Ilmu Ekonomi Bisnis Internasional Indonesia, Indonesia 2,4 Lecturer of Universitas Komputer Indonesia, Indonesia
  • M. Yani Syafei Lecturer of Universitas Komputer Indonesia, Indonesia
  • Novi Lestari Lecturer of Sekolah Tinggi Ilmu Ekonomi Bisnis Internasional Indonesia, Indonesia
  • Diana Andriani Lecturer of Universitas Komputer Indonesia, Indonesia
  • Dina Azizah Putri Iswahyudi Lecturer of the Thai Global Business Administration Technological College, Thailand
  • Nico Irawan Lecturer of the Thai Global Business Administration Technological College, Thailand
  • Karnadi Adikusuma Dai Lecturer of Universitas Sehati Indonesia, Indonesia
  • Yanti Rosmiyanti Lecturer of Universitas Sehati Indonesia, Indonesia

DOI:

https://doi.org/10.51601/ijcs.v5i4.902

Abstract

This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.

 

Keywords: OTOP, digital marketing literacy, MSMEs, global market access, community service.

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Author Biographies

Candra Dwi Hardiana, Lecturer of Sekolah Tinggi Ilmu Ekonomi Bisnis Internasional Indonesia, Indonesia 2,4 Lecturer of Universitas Komputer Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

M. Yani Syafei, Lecturer of Universitas Komputer Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Novi Lestari, Lecturer of Sekolah Tinggi Ilmu Ekonomi Bisnis Internasional Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Diana Andriani, Lecturer of Universitas Komputer Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Dina Azizah Putri Iswahyudi, Lecturer of the Thai Global Business Administration Technological College, Thailand

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Nico Irawan, Lecturer of the Thai Global Business Administration Technological College, Thailand

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Karnadi Adikusuma Dai, Lecturer of Universitas Sehati Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

Yanti Rosmiyanti, Lecturer of Universitas Sehati Indonesia, Indonesia

<em>This international community service program aimed to empower OTOP MSMEs in Samut Prakan, Thailand, by strengthening their digital marketing literacy as a pathway to global market access. Conducted on August 26, 2025, at the Bang Prong Subdistrict Administrative Organization Office, the program was a collaboration between the Doctoral Study Program in Management Science, Universitas Komputer Indonesia, and the Thai Global Business Administration Technological College. The activities included product exhibitions, production process demonstrations, and digital marketing workshops focusing on branding, social media content creation, and international promotion strategies. Evaluation through pre- and post-training surveys indicated significant improvements in three dimensions: understanding of digital marketing, ability to create engaging online content, and confidence in accessing global markets. Participants also reported enhanced entrepreneurial confidence and awareness of global market requirements. The findings highlight that digital marketing literacy is not merely a technical skill but a strategic driver for global competitiveness and cultural sustainability. This program demonstrates that community-based, cross-border collaborations can effectively equip entrepreneurs with the knowledge and skills necessary to expand their reach into international value chains while preserving local identity.</em><em> </em><strong><em>Key</em></strong><strong><em>w</em></strong><strong><em>ords:</em></strong><em> OTOP, digital marketing literacy, MSMEs, global market access, community service</em><em>.</em>

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Published

2025-11-28

How to Cite

Dwi Hardiana, C. ., Syafei, M. Y. ., Lestari, N., Andriani, D., Putri Iswahyudi, D. A., Irawan, N., Adikusuma Dai, K. ., & Rosmiyanti, Y. (2025). Empowering OTOP MSMEs through Digital Marketing Literacy for Global Market Access . International Journal Of Community Service, 5(4), 403–409. https://doi.org/10.51601/ijcs.v5i4.902

Issue

Vol. 5 No. 4 (2025): November 2025 ( Indonesia - Thailand - Malaysia - Timor Leste - Philippines )

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Articles

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Copyright (c) 2025 Candra Dwi Hardiana, M. Yani Syafei, Novi Lestari, Diana Andriani, Dina Azizah Putri Iswahyudi, Nico Irawan, Karnadi Adikusuma Dai, Yanti Rosmiyanti

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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