Digital Transformation for MSMEs through Online Marketing Training and Social Media Use

Abstract

This study examined the implementation of digital transformation for micro, small, and medium enterprises (MSMEs) through comprehensive training on online marketing and the use of social media platforms. The program was designed to strengthen digital capabilities among business owners who previously relied on conventional promotional methods and possessed limited technological literacy. The training consisted of hands-on sessions focused on content creation, social media optimization, and practical strategies for expanding market reach through digital tools. Data on participants’ progress were collected through direct observation, skill-performance assessments, and evaluation sheets administered before and after the training. The results revealed a significant improvement in participants’ ability to create promotional content, manage business accounts on social media, and apply digital marketing techniques in a structured manner. Participants also demonstrated increased confidence in utilizing online platforms to interact with customers and promote their products. The program generated both short-term and potential long-term impacts, as several MSMEs reported early increases in customer engagement and expressed intentions to maintain and further develop their digital marketing efforts. The study concluded that targeted digital training effectively supported MSMEs in adapting to technological changes and enhanced their readiness for more advanced digital transformation initiatives in the future.