Strengthening Digital Literacy and Social Media Marketing Skills for MSMEs through Community-Based Training

This study aims to strengthen digital literacy and social media marketing skills among micro, small, and medium enterprises (MSMEs) through community-based training. The study focuses on participants' initial digital competencies, the development of practical marketing skills, changes following the training intervention, and factors influencing the continued application of digital technologies in business activities. A mixed-methods approach is proposed, combining pre-training and post-training assessments with observations, semi-structured interviews, and relevant business documentation. The training program comprises needs assessment, digital literacy instruction, social media marketing workshops, guided practice, mentoring, and evaluation. Quantitative data are analyzed using descriptive statistics and appropriate comparative tests, while qualitative data are examined through thematic analysis. The integration of both approaches is intended to provide a comprehensive understanding of participants' learning outcomes and implementation experiences. The study emphasizes practical competencies, including digital platform management, promotional content creation, product presentation, and customer communication. It also considers challenges related to digital access, participants' differing skill levels, and the sustainability of newly acquired competencies. The proposed framework provides a basis for evaluating community-based digital capacity development and informing future MSME training initiatives. Empirical conclusions regarding training effectiveness will depend on the actual assessment results and documented participant experiences.