Empowering MSMEs through technical assistance for entrepreneurship in the digital age
Year: 2025
Type: article
Abstract: This community service initiative aims to support the adaptation of Micro, Small, and Medium Enterprises (MSMEs) to digital marketing strategies, particularly within Thailand’s dynamic MSME sector. Recognizing the challenges and opportunities brought by digital transformation, this program addresses the lack of digital literacy, limited resources, and insufficient marketing skills that hinder MSMEs from fully utilizing digital platforms for growth. The project includes training sessions focused on digital marketing and technical skills, equipping MSMEs with practical knowledge to create and optimize social media and Google Business accounts and strategies to expand their market reach. Additionally, barista training on coffee brewing techniques is provided to enhance product quality and customer engagement for coffee-related MSMEs. This dual approach integrates technical product skills with essential digital marketing strategies, empowering MSMEs to meet modern market demands and drive sustainable economic development. The outcomes of this initiative align with the community service mission in higher education (Tridharma Perguruan Tinggi) by offering practical solutions and fostering international collaboration. The project demonstrates significant improvements in MSMEs’ digital presence, product appeal, and customer engagement, enhancing their competitiveness in the digital economy.
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408537275