DIGITAL TRANSFORMATION OF MSMEs THROUGH SOCIAL COMMERCE TRAINING AND MENTORING TO INCREASE BUSINESS REVENUE

Digital transformation is an important strategy for micro, small, and medium enterprises (MSMEs) to enhance their competitiveness and expand their marketing reach, including those providing barbershop services. The partner enterprise had not fully utilized social media for marketing and social commerce to increase customer numbers and business revenue. This community service program aimed to improve barbershop operators’ knowledge and skills in using social commerce through participatory training and mentoring. The program employed a Participatory Action Research (PAR) approach comprising four stages: planning, action, observation, and reflection. Activities included problem identification, digital strategy planning, content creation training, hands-on social media management, mentoring in marketing strategy implementation, and monitoring and evaluation. The results indicated improvements in the partner’s understanding and skills in managing social media, creating promotional content, building customer interactions, and utilizing digital media to support the marketing of barbershop services. The implementation of social commerce also offered opportunities to expand market reach, increase consumer engagement, attract new customers, and support revenue growth. Sustained implementation of digital strategies is needed to maximize the program’s long-term benefits.