Enhancing the Digital Competencies of MSME Actors Fostered by Rumah BUMN Yogyakarta
DOI:
https://doi.org/10.51601/ijcs.v6i1.969Abstract
This community service (PKM) program aimed to enhance the digital competencies of micro, small, and medium-sized enterprises (MSMEs) fostered by Rumah BUMN Yogyakarta in response to rapid technological developments and increasing demands for digital transformation. Limited understanding of digital marketing, the use of e-commerce platforms, and social media management has been a major barrier preventing MSMEs from expanding their market reach and improving competitiveness. Through a training and mentoring program covering basic digital literacy, social media optimization, marketplace introduction, and digital content creation techniques, participants were equipped with practical skills that could be directly applied to their businesses. The program employed an implementation method based on interactive discussions between business actors and resource persons. Evaluation results indicated improvements in participants’ knowledge and skills in leveraging digital technologies for promotion and business management. In addition, participants were able to develop more effective digital marketing strategies tailored to the characteristics of their respective products. This program is expected to strengthen MSMEs’ capacity to adapt to the digital business ecosystem and to support local economic growth in Yogyakarta.
Downloads
References
[1] Vial G.Understanding digital transformation: A review and a research agenda. J Strateg Inf. Sys 2019; 28(2):118–144.
[2] Hinings B, Gegenhuber T, Greenwood R. Digital innovation and transformation: An institutional perspective. Information and Organization. 2018;28(1):52–61. https://doi.org/10.1016/j.infoandorg.2018.02.004
[3] Kraus S, Durst S, Ferreira JJ, Veiga P, Kailer N, Weinmann A. Digital transformation in business and management research: An overview of the current status quo. Int J Inf Manage. 2022;63:102466.
[4] Kurniawati E, Idris I, Handayati P, Osman S. Digital transformation of MSMEs in Indonesia during the pandemic. Entrepreneurship and Sustainability Issues. 2021;9(2):316–331.
[5] Firmansyah A. The Role of Digital Marketing in Improving MSMEs Performance in Indonesia. Journal of Asian Finance, Economics and Business.
[6] Ferrari A. DIGCOMP: A framework for developing and understanding digital competence in Europe. Luxembourg: Publications Office of the European Union; 2013.
[7] Nambisan S, Wright M, Feldman M. The digital transformation of innovation and entrepreneurship: Progress, challenges and key themes. Res Policy. 2019;48(8):103773. doi:10.1016/j.respol.2019.03.018.
[8] Eller R, Alford P, Kallmünzer A, Peters M. Antecedents, consequences, and challenges of small and medium-sized enterprise digitalization. J Bus Res. 2020;112:119–127.
[9] Ife J, Tesoriero F. Community development: community-based alternatives in an age of globalisation. 3rd ed. Frenchs Forest (NSW): Pearson Education Australia; 2006.
[10] Sharabati AAA, et al. The impact of digital marketing on the performance of SMEs. Sustainability. 2024;16(19):8667.
[11] Barney JB. Firm resources and sustained competitive advantage. J Manage. 1991;17(1):99–120. doi:10.1177/014920639101700108.
[12] Kaufman R. A needs assessment audit. Perform Instr. 1994;33(2):14–16.
[13] Rahayu R, Day J. E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Bus Rev. 2017;7:25–41. doi:10.1007/s40821-016-0044-6.
[14] Kotler P, Armstrong G. Principles of Marketing. 17th ed. Pearson; 2018.
[15] Alalwan AA. Investigating the impact of social media advertising features on customer purchase intention. Int J Inf Manage. 2018;42:65–77. doi:10.1016/j.ijinfomgt.2018.06.001.
[16] Knowles MS. The adult learner: a neglected species. 3rd ed. Houston (TX): Gulf Publishing; 1984.
[17] Bandura A. Self-efficacy: the exercise of control. New York: W.H. Freeman; 1997.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Agung Pramayuda, Irfan Achmad Musadat, Agung Pramayuda
This work is licensed under a Creative Commons Attribution 4.0 International License.
