Optimalisasi Pengelolaan Usaha Mikro Melalui Penguatan Kapasitas Keuangan Dan Digital Marketing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of Indonesia’s economy, contributing 61% to the national Gross Domestic Product (GDP) and employing 97% of the workforce. However, many MSME actors still face challenges in financial management and digital marketing adoption. This community service program aimed to enhance the financial and digital marketing competencies of the Merpati Sakti Business Group in Binawidya District, Pekanbaru. The method used included lectures, hands-on practice, and mentoring sessions, with evaluations conducted through pre-test and post-test assessments. The results showed a significant improvement in participants’ understanding of financial recording and digital promotion, with financial recording comprehension increasing from 40% to 100% and digital content creation skills rising from 0% to 100%. Furthermore, all participants (100%) stated that the training was beneficial for their business development. Therefore, this program effectively improved MSME actors’ financial literacy and digital marketing skills, strengthening their competitiveness and business sustainability.