Optimization of Digital Marketing of MSMEs Through The Socialization of The 83rd Regular KKN Walisongo State Islamic University in Pakis Village

Abstract

Digitalization has emerged as a key driver in transforming the micro, small, and medium enterprise (MSME) sector, which plays a significant role in the Indonesian economy. Despite its immense potential, many MSME actors still face challenges in leveraging digital technology for marketing purposes. This article highlights the digital marketing socialization program conducted by the 83rd Regular KKN Team of Walisongo State Islamic University in Pakis Village, Kendal Regency, aimed at enhancing the digital marketing skills of local MSME actors. The program involved training and mentoring on the use of social media, optimization of digital features, and implementation of QRIS to facilitate transactions. Employing the Participatory Action Research (PAR) method, the program actively engaged the community to ensure relevant and sustainable solutions. The results indicate a marked improvement in the understanding and enthusiasm of MSME actors in adopting digital marketing strategies, which positively impacted the competitiveness and efficiency of their businesses. This initiative serves as a replicable model for digital-based community empowerment, with the potential to support local economic development in the digital era.