Peningkatan Literasi Digital dan Strategi Pemasaran Online bagi Pelaku Usaha Rumahan di Perumahan Puri Asri Nongsa

Abstract

Digital transformation offers significant opportunities for the sustainability of household economies; however, business actors in the Puri Asri Housing Complex, Nongsa, still face stagnant sales due to limited digital literacy and the passive adoption of marketing strategies. This community service activity aims to empower home-based business actors by enhancing their managerial competencies and online marketing strategies. The implementation method employs a participatory approach that integrates counseling sessions, discussions, and environmental social service activities as a strategy for building rapport between academics and the community. The results indicate a significant improvement in partners’ understanding of the urgency of digital marketing transformation. The partners successfully grasped branding concepts, were able to separate social media content management for personal and business purposes, and began to apply persuasive marketing communication strategies. In conclusion, the combination of digital literacy education and a humanistic social approach has proven effective in increasing partners’ self-confidence and transforming their mindset toward managing digital assets in a more productive and professional manner.