Digitalization Assistance for Local Product Marketing through Promotional Media and E-Commerce Development in Gunung Mas Hamlet

Abstract

Digitalization of marketing has become increasingly important for local businesses to expand market reach and strengthen product competitiveness. This community service program aimed to enhance the capacity of the community in Gunung Mas Hamlet, particularly local MSME actors and micro-enterprise owners, to utilize digital promotional media and e-commerce as marketing tools for local products. The program was conducted on August 26, 2026, at Mushola Tengah, Gunung Mas Hamlet, Lebak Village, involving 30 participants. The program employed a Participatory Action Research (PAR) approach through several stages, including problem identification, planning, action, mentoring, and reflection and evaluation. The training materials covered Sharia-based digital marketing, content creation strategies, social media utilization, digital promotion techniques, and e-commerce development. Practical activities focused on developing promotional media and creating Shopee accounts to support the marketing of fresh chicken and cassava products. Evaluation was conducted using pre-tests and post-tests, with participants classified into three competency levels: good, moderate, and low. The results demonstrated a substantial improvement in the proportion of participants achieving the good competency level, increasing from 4 participants (13.3%) in the pre-test to 24 participants (80.0%) in the post-test. Meanwhile, the proportion of participants in the low competency category decreased from 15 participants (50.0%) to none (0%) after the intervention. These findings indicate that the mentoring program effectively enhanced participants’ capacity to understand and apply digital marketing strategies. Continued mentoring is recommended to ensure the sustainable adoption of e-commerce and strengthen the independent marketing of local products