Optimizing Digital Marketing to Enhance Snack MSME Capacity in Soka Wetan Sub-village

Abstract

This community service activity is motivated by the limited use of information technology among snack food entrepreneurs in Padukuhan Soka Wetan, Kalurahan Merdikorejo, Kapanewon Tempel, Sleman Regency, most of whom are homemakers running home-based businesses and still relying on word-of-mouth promotion and local networks, resulting in suboptimal market reach. The activity aims to enhance participants’ knowledge and basic skills in using digital marketing as a promotional tool through a participatory approach that includes counseling and guided practice, implemented in three stages: preparation, implementation, and evaluation. The materials covered include an introduction to digital marketing, the use of social media for business, the utilization of messaging services as promotional media, and the development of simple promotional content. Evaluation was conducted through pre-tests and post-tests, observation, and documentation. The results indicate an improvement in participants’ understanding of the importance of digital marketing, accompanied by their readiness to use digital media to market their products. This condition suggests that capacity-building among entrepreneurs can strengthen the competitiveness of local MSMEs while supporting business sustainability through expanded market reach and increased sales opportunities. Thus, digital marketing training can serve as an effective initial step in strengthening the capacity of snack food entrepreneurs at the hamlet level, though ongoing support is still required to sustain the outcomes.