Pemberdayaan UMKM Desa: Optimalisasi WhatsApp Business untuk Pengusaha Minim Literasi Digital

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development, yet limited digital literacy among business owners remains a major challenge. This study aims to empower MSMEs by optimizing the use of WhatsApp Business for entrepreneurs with minimal digital skills, focusing on Asrania MSMEs in Ogan Ilir. Using a participatory approach, intensive training and mentoring were conducted to enhance marketing and business communication competencies. The methods included theoretical education, interactive discussions, and hands-on practice with WhatsApp Business features. Results revealed a significant improvement in the ability of business owners to showcase product catalogs, manage customer interactions, and leverage simple analytics to measure business effectiveness. The novelty of this research lies in applying WhatsApp Business as an accessible technological solution to bridge the digital divide for low-literacy MSMEs. This study offers practical insights into empowering MSMEs with simple yet impactful technology, highlighting how widely used communication apps can be integrated into business strategies to boost competitiveness. Future research could explore advanced technological features and comparative studies with other digital platforms.