Integrasi Literasi Keuangan dan Digital Marketing untuk Pemberdayaan UMKM Kuliner

Minasari Nasution; Abdul Gani; Andry Roy PS; Zahri Fadli; Mahyudin Mahyudin; Nurul Khairina

doi:10.55537/j-ibm.v5i3.1505

Authors

Minasari Nasution Politeknik Unggul LP3M
Abdul Gani Politeknik Unggul LP3M
Andry Roy PS Politeknik Unggul LP3M
Zahri Fadli Politeknik Unggul LP3M
Mahyudin Mahyudin Politeknik Unggul LP3M
Nurul Khairina Universitas Medan Area

DOI:

https://doi.org/10.55537/j-ibm.v5i3.1505

Keywords:

community service, competitiveness, culinary MSMEs, Digital marketing, financial literacy

Abstract

This community service program aims to improve the competitiveness of culinary MSMEs in Siboruon Village through financial literacy and digital marketing education. This activity was attended by 35 participants and was carried out using participatory training and practical mentoring methods. Evaluation was conducted through pre-test and post-test questionnaires that were analyzed statistically. The results showed a significant increase in financial literacy scores, from an average of 2.48 to 4.21 (p < 0.001), as well as digital marketing competencies, from an average of 2.10 to 4.03 (p < 0.001). A total of 71.4% of participants successfully created or optimized business social media accounts. The novelty of this program lies in the integration of simple bookkeeping and platform-based digital marketing tailored to the characteristics of rural MSMEs. This program has proven to be effective in strengthening managerial capacity and increasing the competitiveness of MSMEs.

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