EMPOWERING INDONESIAN MIGRANT AND LOCAL MSMEs IN PENANG THROUGH DIGITAL MARKETING AND SUSTAINABLE BUSINESS STRATEGIES

Sri HARTONO; Leila Mona GANIEM; Agustinus Hariadi Dwi PURWANTO; Khozaeni Bin RAHMAD

doi:10.33068/iccd.v7i1.874

Sri HARTONO Universitas Mercu Buana
Leila Mona GANIEM Universitas Mercu Buana
Agustinus Hariadi Dwi PURWANTO Universitas Mercu Buana
Khozaeni Bin RAHMAD Pertubuhan Masyarakat Indonesia/PERMAI

DOI: https://doi.org/10.33068/iccd.v7i1.874

Keywords: Digital Marketing, Sustainable Business, MSMEs, Migrant Entrepreneurs, Community Engagement

Abstract

Indonesian migrant–owned and local micro, small, and medium enterprises (MSMEs) in Penang face significant challenges in adapting to digital transformation and sustainable business practices. In response, Universitas Mercu Buana (Jakarta), in collaboration with Universiti Sains Malaysia and the NGO PERMAI, initiated a community engagement program to enhance MSME capabilities in digital marketing and sustainability. The program was delivered on 27 April 2025 through interactive workshops, discussions, and mentoring sessions. Topics covered included social media utilization, content development, SEO, e-commerce strategies, as well as eco-conscious branding and green business models. The approach emphasized peer learning and experience sharing among participants. The program received active engagement and positive feedback, with many MSME owners reporting increased awareness and readiness to implement digital tools and sustainable practices. This initiative provided foundational knowledge and practical insights, empowering participants to align their business strategies with global trends. To ensure long-term impact, follow-up support and digital resources are planned, encouraging continuous growth and transformation among MSMEs in Penang.

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