Enhancing The Competitiveness Of Free-Range Chicken Farming MSMEs Through Digital Literacy And The Creation Of Digital Marketing Accounts

Abstract

This community service activity aims to enhance the competitiveness of micro, small, and medium enterprises (MSMEs) engaged in native chicken farming through strengthening digital literacy and providing assistance in creating digital marketing accounts. The program was initiated in response to the limited utilization of information technology among local farmers, who continue to rely primarily on conventional marketing systems. This condition has resulted in limited market reach and relatively low business competitiveness. The main challenges faced by the partners include limited understanding of digital marketing, the absence of dedicated business social media accounts, and inadequate skills in creating informative and attractive promotional content. The program was implemented through four systematic stages: identifying the partners’ needs, providing digital literacy and product branding training, providing technical assistance in creating and optimizing digital marketing accounts, including WhatsApp Business, Facebook, Instagram, and online marketplaces, and conducting program monitoring and evaluation. The results demonstrated a significant improvement in participants’ knowledge and skills in managing business social media platforms. The activity successfully assisted the partners in establishing official marketing accounts, presenting product information in a professional manner, and independently producing simple promotional content. Through this assistance, MSMEs engaged in native chicken farming are expected to adapt more effectively to digital technology, expand their marketing networks, increase sales volume, and strengthen their business competitiveness in a sustainable manner.