TRANSFORMATION OF SUKAMAJU VILLAGEMSMES: INCREASING COMPETITIVENESS THROUGH DIGITALIZATION

Abstract

Community empowerment is a key step toward village independence. One of the empowerment projects is carried out by the Community Service Program (KKN), which focuses on digitalizing MSMEs in Sukamaju Village, Baregbeg District, Ciamis Regency. This program intends to assist MSMEs not fully embracing digital technology in marketing their products. This study employs an empirical normative approach, with pre-implementation, training, and mentoring stages. The research findings indicate that the majority of MSMEs in Sukamaju Village are unfamiliar with digital marketing channels other than WhatsApp. MSMEs are trained to use social media platforms such as Instagram, WhatsApp, and TikTok, as well as design programs such as Canva, to improve packaging appeal and marketing reach. Further assistance was offered through a pilot project program for one of the MSMEs, MSME Mustofa, which makes excellent use of digital media. This program is aimed to boost MSME players' understanding and capacity to use digital technologies to grow their firms.