MSMEs Go Digital: Practical Training and Digital Platform Selling Strategies for Jawara Depok Community

Abstract

The development of digital technology has shifted consumer behavior from offline systems to interactive online ecosystems. This Community Service program aimed to empower 30 Micro, Small, and Medium Enterprises (MSMEs) from the Jawara Depok Community through comprehensive digital marketing and operational training. Based on a situational analysis revealing low digital literacy and a reliance on conventional marketing, the intervention utilized an experiential learning method. Program activities included hands-on practice in Shopee store account creation and live streaming, alongside conceptual instruction on digital marketing, trade marketing, Blue Ocean Strategy, and halal certification education by LPPOM MUI. The program was held at Resto Gemintang, Depok, on September 4, 2026. Outcomes were evaluated using a one group pretest and post test design. Descriptive statistical analysis and normalized gain (N-Gain) scores demonstrated a substantial improvement in participants' digital competencies. Quantitatively, the overall average competence score of the 30 participants increased from 2.98 in the pre-test to 7.91 in the post-test, measured on a 10-point scale. Specifically, marketplace live streaming practice showed the largest gain, surging from 2.10 to 8.25 (N-Gain = 0.78), while interactive business account creation improved from 4.20 to 8.50 (N-Gain = 0.74). Content strategy and insight analysis also saw significant improvements with moderate N-Gains of 0.68 and 0.61, respectively. In conclusion, this quadruple helix collaboration successfully served as a catalyst for Jawara Depok MSMEs to adopt practical digital skills and enter an adaptive, trusted, and globally competitive digital ecosystem