DIGITAL MARKETING TRAINING AND MENTORING TO IMPROVE MSMES PERFORMANCE IN JAKARTA

Abstract

One of the impacts of the COVID-19 pandemic is a change in the social order. The change in social order has increased consumer demand for digital purchase transactions. However, this increase has not been matched by the fulfillment of demand by MSMEs. This is shown by the fact that MSMEs have not adopted digital marketing optimally, namely, the percentage of digital marketing adoption carried out by MSMEs is still low at around 13% of the total number of MSMEs, besides the level of readiness of MSMEs in Jakarta in adopting digital marketing is also still low. Based on this, this community service activity aims to provide training on the adoption of digital marketing and sales, as well as provide mentoring on the adoption of digital marketing and sales so that the performance of MSMEs increases, so that they are able to maintain their business viability. The training resource persons, apart from Lecturers from Mercu Buana University, are also Lecturers from the Mara Technology University, Cawangan Melaka Training. The results of the training provide additional knowledge about digital adoption in marketing, which MSME participants are ready to apply to improve performance. The results of the mentoring show the problems faced by one of the MSMEs, including the lack of quantitative and qualitative content. The advice given is to encourage MSMEs to make content on social media better and more often. After receiving training and mentoring, the mentored MSMEs are able to improve their social media content, including being able to create reels for inclusion on social media, so that the performance increases.