Online marketplace training for SMEs in Sukamakmur: A local resource-based approach

Abstract

The rapid advancement of digital platforms offers unprecedented opportunities for small and medium-sized enterprises (SMEs). However, many local entrepreneurs in the Sukamakmur Subdistrict are yet to fully exploit online marketplaces owing to a lack of expertise and awareness of local resource potentials. This study aims to optimize marketing strategies for SMEs in the Sukamakmur Subdistrict by implementing a training program focused on the use of online marketplace applications. The training incorporates an integrated approach that leverages local resource potentials for entrepreneurial development. This study serves as a form of community service, and the success of this service is evaluated through post-training tests, in addition to that, the training data is gathered through a mixed-method approach, combining quantitative surveys with qualitative interviews. Sampling using purposive techniques, namely training participants sample of 50 local entrepreneurs participated in a specially designed training program that encompassed key modules, such as market analysis, product listing, and customer engagement in online platforms. Local resources such as handicrafts, agriculture, and traditional culinary arts were emphasized. Post-training evaluation showed a significant increase in both online engagement and sales for the participating SMEs. Furthermore, there was a notable improvement in the utilization of local resources in product offerings, emphasizing the importance of an integrated approach. The training program successfully optimized marketing strategies for local entrepreneurs by teaching effective use of online marketplaces and emphasizing the value of local resources. This integrated approach not only enhanced the participants' digital marketing skills but also contributed to sustainable entrepreneurial development in the Sukamakmur Subdistrict. The study provides a replicable model for similarly situated regions and offers insights into the critical role of localized, integrated training programs in fostering entrepreneurial success in the digital age.