Penguatan Kapasitas UMKM Ngoro Apik Mojokerto melalui Iklan Digital dan Optimasi Penjualan Online Menuju Transformasi Bisnis Berkelanjutan

Abstract

Marketing capacity and product competitiveness remain major challenges for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, as most business actors still rely on conventional promotion and have not optimized digital advertising and online sales channels. This Community Service Program was conducted for MSMEs affiliated with the Ngoro Apik community in Ngoro Sub-district, Mojokerto Regency, East Java, Indonesia, with the objective of strengthening MSME marketing capacity through digital advertising and online sales optimization. The program employed an educative, participatory, and mentoring approach consisting of needs identification, preparation of training materials, digital marketing training, hands-on assistance in digital advertising and online sales, and monitoring and evaluation. Participants were guided from product branding, business account and marketplace setup, content planning, to running paid digital ad campaigns (Meta Ads, TikTok Ads, Google Ads) and basic performance evaluation. The results indicate that participants were able to build active business accounts, produce scheduled promotional content, and run measurable digital ad campaigns, while gaining a better understanding of data-based marketing decision-making. The implementation of digital advertising and online sales optimization also improved product visibility, expanded market reach, and strengthened brand image. These findings demonstrate that digital advertising and online sales optimization can serve as a practical, low-cost solution to support the sustainable digital transformation of MSME marketing.