Peningkatan Kapasitas UMKM Desa Malakoni Untuk Mendukung Pencapaian SDGs Melalui Pelatihan Strategi Pemasaran Berbasis Potensi Lokal

Abstract

This community service program aimed to enhance the capacity of MSME actors in Trans Malakoni Hamlet, Enggano Island, particularly in digital marketing strategies based on local potential. Initial assessments revealed that MSME participants faced challenges in product packaging, branding, and the use of social media for promotion. The methods applied included interactive training, hands-on packaging design using the Canva application, and digital marketing assistance via platforms such as Instagram. To evaluate the effectiveness of the training, pre-tests and post-tests were administered to 15 participants using a validated and reliable instrument (Cronbach’s Alpha = 0.82). Results showed a significant improvement in the average score, from 46.8 to 80.5, with a gain of 33.7 points and an average gain score of 0.63, categorised as medium to high. A case study of the Insan Berkah MSME demonstrated notable improvements in packaging and promotional efforts. This activity confirms that practice-based and contextual training effectively improves MSME competencies and contributes to the achievement of the SDGs through local economic empowerment.