Community Empowerment through Digital Marketing Skills Development for Small Enterprises

Journal: EDUJAVARE: International Journal of Educational Research

Publication: 2025-09-19 · Vol. 3 No. 03 · pp. 113–123

DOI: 10.70610/assoeltan.v3i03.1013

Abstract

This community service initiative aims to empower small enterprises through digital marketing skills development using the Asset-Based Community Development (ABCD) approach. The program was motivated by the growing digital divide that limits rural entrepreneurs’ access to online markets and sustainable business opportunities. Conducted in Sintang Regency, West Kalimantan, the project involved 20 small business owners participating in a four-month training and mentoring program focusing on social media marketing, content creation, and online branding. The method integrated participatory learning, surveys, mentoring, and pre-post evaluations, with both qualitative and quantitative data analyzed using thematic and correlation analyses. The results showed a significant improvement in participants’ digital literacy, self-efficacy, and marketing performance, leading to wider market reach and increased sales. The study concludes that the ABCD-based digital empowerment model fosters sustainable entrepreneurship by leveraging community assets and promoting digital inclusion. The program contributes to strengthening local economies and reducing inequalities in digital participation.