COMMUNITY-BASED DIGITAL LITERACY ASSISTANCE FOR SUSTAINABLE LOCAL MSME MARKETING
Keywords:
digital literacy; MSMEs; community assistance; sustainable marketing; rural entrepreneurshipAbstract
This article evaluates community-based digital literacy assistance in a rural village economy with food, craft, and household product enterprises. The activity addressed limited digital marketing capability, weak product storytelling, irregular online promotion, and low confidence in using marketplace analytics. The objective was to test whether structured community assistance can improve digital marketing literacy, content production capability, and sustainable market orientation among rural MSMEs. A descriptive evaluative design with a one-group pre-test and post-test approach was used with 32 participants over eight weeks. Data were collected through tests, observation rubrics, monitoring sheets, and reflection forms. The results showed improvement across four indicators: Digital literacy increased from 51 to 79, Content capability from 45 to 74, Market reach from 38 to 65, and Sustainability messaging from 42 to 70. Qualitative findings indicate that peer learning, guided practice, simple templates, and follow-up mentoring supported adoption. The study concludes that low-cost, practice-based assistance can strengthen local capacity when it connects technical skill with social support and simple monitoring routines.
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