Abstract:
A number of issues, including those related to financing, production,
marketing, information technology, licensing and administration, institutions,
and human resources, confront Indonesian MSMEs. Bandung City,
particularly Antapani Kidul Village, which was named one of the Top 3
Resilient Villages in West Java in 2022, is also affected. To remain
competitive and relevant in the face of global uncertainties, local MSMEs
faced a significant knowledge and strategy gap in digital marketing, despite
its huge potential. Having trouble in utilizing digital platforms that aid in
business development may lead to a brand's awareness being inadequate.
According to Kotler & Keller (2016), the use of digital platforms in the
promotion process is better, faster, and more economical. This project, as
stated in the Theory of Change Diagram of this report, is enables Antapani
Kidul MSMEs to become more competitive, develop their businesses, and
contribute to the rate of economic growth of the City of Bandung. This final
report's analysis procedure makes use of qualitative approach techniques.
Four phases comprising the project are: event planning, workshop and
socialization, module and material distribution, and mentorship session. The
distribution of modules and materials allows the audience to practice and
review their knowledge. Out of 32 participants, the authors chose 4
representatives of them to be analyzed and meet the mentorship session. In
addition, it helps them launch their online business and effectively addresses
their concern. Yet, this project has its shortcomings, and further
comprehensive workshop and training is needed as the continuation of this
project. By this, the author highly encourages the upcoming project to
cultivate collaboration between the university and local government.
