PENDAMPINGAN MANAJEMEN USAHA KECIL PADA PELAKU USAHA DI DESA BINAAN BUKIT RAWI KALIMANTAN TENGAH

Small businesses play a strategic role in supporting rural livelihoods, local employment, and community economic resilience. Business sustainability, however, requires not only production capabilities but also sound management practices and effective digital promotion. This community engagement program aims to improve the managerial and digital marketing competencies of small business owners in Bukit Rawi Village, Kahayan Tengah District, Pulang Pisau Regency, Central Kalimantan, Indonesia. Bukit Rawi is a partner village of the Department of Management, Faculty of Economics and Business, Universitas Palangka Raya. The target participants include rattan craftspeople, poultry farmers, fish farmers, and traditional snack producers. A participatory method is proposed, combining needs assessment, business management instruction, digital promotion training, practical content development, and evaluation. Learning activities emphasize customer targeting, product value propositions, promotional catalogues, WhatsApp Business, social media, and basic performance indicators. Expected outputs include improved practical competencies and promotional plans tailored to distinct product categories. The initiative is expected to support the competitiveness and sustainability of rural microbusinesses.