CRAFTING DIGITAL SUCCESS FROM OFFLINE TO ONLINE: REDEFINING ANTAPANI KIDUL MSMES FOR A BORDERLESS ECONOMY

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.