Sustainability of MSMEs through Digital Marketing and Product Innovation to Improve MSMEs Performance in Pematang Siantar

This community service aims to improve the sustainability of MSMEs in Pematang Siantar through digital marketing and product innovation, so as to increase competitiveness and business performance. This program was implemented in August 2024 with training, mentoring, and evaluation methods. Training was provided to equip MSMEs players with digital marketing skills and innovative product development. Mentoring is conducted intensively to ensure effective strategy implementation. Evaluation was conducted to measure the impact of the program on participants' business growth. Results show an increased understanding of MSMEs in digital marketing and product development, which has an impact on increasing turnover and market reach. The implications of this program emphasize the importance of continued mentoring so that MSMEs can continue to grow in the face of competition in the digital era.