Marketing Digitalization for Traditional MSMEs: Market Access, Digital Literacy, and Program Sustainability

Micro, small, and medium-sized enterprises (MSMEs) in Cikondang Village, Cianjur Regency, face marketing challenges, including dependence on intermediaries, limited digital literacy, and the lack of integration between product information and online market access. This article describes the marketing digitalization assistance process, identifies supporting and inhibiting factors, and outlines requirements for program sustainability. The community engagement program was conducted from 15 July to 23 August 2026 using a participatory qualitative descriptive approach. Data were collected through observation, semi-structured interviews, and activity documentation involving MSME owners and village officials. Activities included coordination and data collection, socialization, and assistance with Business Identification Numbers (NIB), QRIS, Google Maps/Google Business Profile, and a village product-catalog website. The findings indicate that a combination of direct assistance, village institutional support, and youth involvement helped establish a more structured foundation for digital presence. However, limited digital skills and internet connectivity remained obstacles. As the evaluation was conducted during the program period, increases in revenue, profit margins, and competitiveness cannot be concluded as measurable impacts. Program sustainability requires the appointment of a website manager, regular information updates, and local technical assistance. This article argues that marketing digitalization should be understood as a process of empowerment and ecosystem strengthening rather than merely the provision of a platform.