Strengthening Digital Marketing Capacity among Culinary MSMEs through Collaborative Empowerment

Abstract

Digital marketing has become important for Micro, Small, and Medium Enterprises (MSMEs) to expand market reach and build more sustainable relationships with customers. This community service activity aimed to strengthen the digital marketing capacity of MSME actors through collaboration among UPZ, the Office of the Ministry of Religious Affairs of Banjarnegara Regency, and Universitas Amikom Purwokerto. The activity was held on April 27, 2026, at Saung Bu Mansur, Banjarnegara, and was attended by 20 MSMEs from various creative-economy sectors. The activity used interactive presentations, discussions, question-and-answer sessions, case studies, and follow-up action planning. The material covered digital marketing channels, content strategy, customer journey, marketing funnel, targeting, data-driven marketing, KPIs, data analysis, budgeting, A/B testing, and digital ethics. Observation showed active participant engagement through questions, experience sharing, and discussions of social media and content strategy. The activity produced an initial understanding and clearer follow-up directions, although quantitative measurement through pre-tests and post-tests was not conducted. Practical and continuous mentoring is needed so that this knowledge can be applied consistently in participants' businesses.