DIGITIZATION OF MSMES IN MARO SEBO VILLAGE, MUARO JAMBI REGENCY

Abstract

The rapid development of digital technology offers a significant opportunity for Micro, Small, and Medium Enterprises (MSMEs) to expand their market reach and enhance business competitiveness. However, MSMEs in Maro Sebo Village, Muaro Jambi Regency, still face obstacles in using digital technology for product marketing. This community service aims to improve the knowledge and skills of MSME actors in using social media and e-commerce as platforms for product marketing. The method used is Asset-Based Community Development (ABCD), with the following stages: problem identification, socialization, Focus Group Discussion (FGD), training, and monitoring and evaluation. Data were collected through interviews, observations, and pre-test and post-test assessments. The findings revealed that the main challenges include a lack of knowledge about social media use, limited digital technology skills, and a lack of a sustainable digitalization system. This program has increased participants understanding by 44% (from an average of 36% to 80%) and encouraged the adoption of digital platforms such as Instagram, TikTok, Shopee, and Tokopedia. The program's impact showed a 68% increase in monthly turnover, a 132% increase in customer expansion, and a 50% increase in promotional cost efficiency. The Technology Acceptance Model (TAM) approach helps identify factors that affect the acceptance of technology by MSME actors. This study concludes that the digitalization of MSMEs requires collaboration among village governments, universities, and the community to ensure the program's sustainability. Strengthening digital infrastructure and continuous mentoring are the keys to the success of MSME digitalization in Maro Sebo Village.