Enhancing the Digital Capacity of MSMEs Through the Optimization of E-Commerce and Social Media in Argasari Subdistrict, Tasikmalaya City."

Abstract

The rapid development of digital transformation requires micro, small, and medium enterprises (MSMEs) to adapt to technology-based marketing strategies to remain competitive in the modern economy. However, most MSMEs in Argasari Village, Tasikmalaya City still face difficulties in optimizing the use of social media and e-commerce platforms for promoting their products. This community engagement program aims to enhance MSMEs’ digital capacity through structured education, demonstrations, and hands-on training in the use of e-commerce and social media as promotional tools. A total of 50 participants took part in the activities, which included theoretical sessions, practical exercises, and individual assistance. The effectiveness of the program was assessed through pre-test and post-test evaluations to measure changes in participants’ understanding of digital marketing. The results indicate a significant improvement in participants’ knowledge and skills related to social media usage, e-commerce merchant registration, and digital promotion features. The average pre-test score of 46.2 increased to 84.7 in the post-test. These findings suggest that the training successfully enhanced participants’ digital literacy and strengthened their ability to utilize digital tools to support business growth. This program may serve as an implementable model for digital-based MSME empowerment initiatives in semi-urban regions in Indonesia.