ENHANCING MSME COMPETITIVENESS IN JAKARTA THROUGH MARKET MAPPING AND BUYER CLUSTERING
Abstract
Micro, Small, and Medium Enterprises (MSMEs) often face challenges in understanding the rapidly evolving market dynamics in urban areas. This community engagement initiative examines the impact of data science training in two densely populated urban subdistricts—Kembangan Utara and Meruya Selatan in West Jakarta—focusing on enhancing the capacity of MSME actors to identify target markets and cluster buyers based on demographic data and social media trends. The program successfully provided strategic insights to MSMEs, enabling them to make data-driven business decisions. Results indicate a more than 90% improvement in participants’ understanding following the training, along with highly positive feedback from attendees. The study also highlights that integrating social and local data can serve as an effective evidence-based approach to support business growth strategies.
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