Digital Marketing Management Training as an Effort to Strengthen the Competitiveness of MSMEs in Kota Pari Village, Serdang Bedagai

Abstract

This study examines the effectiveness of digital marketing management training in strengthening the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Kota Pari Village, Serdang Bedagai. The training program aimed to enhance participants’ understanding of digital marketing concepts, social media utilization, and the creation of promotional content to support business growth. Using a descriptive qualitative approach supported by observation, interviews, and pre- and post-training assessments, the study found that participants experienced significant improvements in their digital skills, particularly in online promotion, visual content creation, and the use of digital platforms such as Instagram, Facebook, and WhatsApp Business. The findings also indicate a shift in the participants’ business mindset, demonstrating stronger awareness of digital presence and branding. However, certain aspects such as data-driven marketing and target market analysis require further mentoring. Overall, the program effectively contributed to enhancing MSME digital readiness and competitiveness, highlighting the importance of continuous digital capacity-building in rural communities.