INTRODUCTION TO DIGITAL MARKETING, E-COMMERCE TRAINING, AND PERSUASIVE MESSAGE DESIGN FOR MSME ACTORS IN NANGGALO DISTRICT, PADANG CITY
DOI:
https://doi.org/10.31849/34hf1s10Keywords:
digital marketing, ; e-commerce, digital literacy, persuasive message, MSMEsAbstract
This article presents the results of a community service program in the form of training on digital marketing, e-commerce, and persuasive promotional messaging for Micro, Small, and Medium Enterprises (MSMEs) in Nanggalo District, Padang City. The program was designed to strengthen participants’ digital literacy and practical capability in using digital platforms for promotion and market expansion. The implementation employed a participatory approach through needs mapping, material delivery, hands-on practice in creating e-commerce and social media accounts, simulations of promotional content development, and evaluation based on observation and participant feedback. The findings indicate improved participant understanding of the functions of digital platforms, the basic stages of account management, and the principles of writing clearer, more concise, and more attractive promotional messages. However, several participants still require follow-up assistance, particularly in maintaining content consistency, utilizing promotional features, and tailoring messages to audience characteristics. This program confirms that practice-based training and gradual mentoring are relevant approaches for strengthening MSME readiness for digital transformation at the district level. The main contribution of the program lies in building the initial capacity of MSME actors so that they are better prepared to use the digital ecosystem in a functional and sustainable manner.
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