Empowerment of Non-Digital MSMEs Towards Digital Marketing

Abstract

Background: Digital marketing increasingly determines the competitiveness of Micro, Small, and Medium Enterprises (MSMEs), yet many rural MSMEs in Indonesia, including those in Teja Village, Rajagaluh District, still rely on conventional marketing.
Objective: This study aims to analyze the needs of non-digital MSMEs and to formulate contextual empowerment strategies that support their transition toward digital marketing.
Method: A descriptive qualitative design was applied within the student-led PRISMA empowerment program. Data were collected through field observation, semi-structured interviews, and documentation involving three non-digital MSMEs (an agrotourism site, a leather-cracker producer, and a plant nursery), village officials, and community leaders, and were analyzed using an interactive model with source and technique triangulation.
Results: Most MSME actors already owned smartphones and had internet access. The main barriers were low digital literacy, limited understanding of the benefits of digital marketing, and the perception that it is unsuitable for small businesses, compounded by unstable signals in some areas. Student-led mentoring increased awareness of digital marketing among MSME actors and produced two business logos and one packaging redesign.
Conclusion: The barrier to digital marketing adoption among rural MSMEs is primarily literacy rather than access; empowerment should therefore combine basic digital literacy training, continuous community-based mentoring, and multi-stakeholder collaboration.