Penguatan Kapasitas UMKM melalui Digital Marketing Berbasis Nilai-Nilai Ekonomi Syariah di Desa Pohijo

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in rural areas face challenges in strengthening their marketing capacity amid the rapid development of digital technology. This community service program aimed to strengthen the capacity of MSMEs through digital marketing based on Islamic economic values in Pohijo Village, Sampung District, Ponorogo Regency. The program employed a qualitative approach using the Asset-Based Community Development (ABCD) method. The activities involved three MSMEs, namely Warung Makan Bu Lina, Rangginang Bu Sudarmi, and Bolu Wijen Indahsari. The program focused on identifying local assets, strengthening business identity through promotional banner improvement, and introducing social media as a digital marketing medium. The implementation also integrated Islamic economic values, particularly honesty, trustworthiness (amanah), fairness, and transparency in conveying product information. The results indicate that the program strengthened the MSMEs' awareness and capacity to utilize available assets and digital media for marketing activities. The program also encouraged MSME actors to develop promotional practices that are consistent with Islamic business ethics. However, the program did not include quantitative measurements of changes in sales turnover, customer numbers, or social media engagement. Therefore, its main contribution lies in strengthening marketing capacity and digital marketing readiness among MSMEs in the local community.