Pendampingan Digitalisasi UMKM Berbasis Website sebagai Upaya Penguatan Ekonomi Lokal Masyarakat Desa Songgon, Banyuwangi Website-Based MSME Digitalization Assistance as an Effort to Strengthen the Local Economy of the Songgon Village Community, Banyuwangi

Abstract

The development of digital technology has significantly transformed marketing systems, particularly for Micro, Small, and Medium Enterprises (MSMEs). Digital marketing is an important strategy for expanding market reach, strengthening product branding, and improving promotional effectiveness in the digital economy. This community service program aimed to enhance the capacity of MSME actors in Durian Songgon Village, Songgon District, Banyuwangi Regency, to utilize digitalization through website development as a promotional and marketing medium for the village’s flagship products. The training was conducted through digital marketing socialization sessions and hands-on practice in website creation and management. The program involved 25 participants and was evaluated using pre- and post-tests to measure improvements in participants’ digital literacy. The results demonstrated an increase in participants’ understanding of digital marketing strategies and website utilization, with the average score rising from 5.4 to 9.1, representing a 68.5% improvement. Website implementation proved effective in expanding market reach, enhancing promotional professionalism, and strengthening local brand identity. This program contributed to improving MSMEs' digital capacity by enhancing digital literacy and website management skills. Furthermore, the program is expected to serve as a practical step toward promoting sustainable digital transformation, strengthening MSME competitiveness, and supporting local potential-based economic growth in Durian Songgon Village.