PELATIHAN DAN PEMANFAATAN E-COMMERCE SEBAGAI MEDIA PEMASARAN GUNA MENINGKATKAN DAYA SAING UMKM DI DESA SLAMBUR, KECAMATAN GEGER, KABUPATEN MADIUN

Micro, Small, and Medium Enterprises (MSMEs) contribute to community economic development. However, many business owners still encounter challenges in utilizing digital technology as an effective marketing medium. This condition is also experienced by MSMEs in Slambur Village, Geger District, Madiun Regency, where conventional marketing methods continue to dominate, limiting product market reach. This community service program aimed to improve the knowledge and practical skills of MSME owners in utilizing e-commerce platforms as digital marketing tools. The program was implemented through socialization, hands-on training, practical sessions, and mentoring on the use of WhatsApp Business, Shopee, Tokopedia, and Facebook Marketplace. Twenty participants engaged in tempeh chips production attended the training using their own smartphones during the practice sessions. The results demonstrated that participants were able to understand the basic concepts of digital marketing, create business accounts, upload products to online marketplaces, develop digital product catalogs, and implement online promotional strategies. In addition to improving participants' technical competencies, the program also increased their awareness of the importance of digital transformation in expanding market opportunities and strengthening business competitiveness. It is expected that the acquired knowledge and skills will be applied sustainably to support business growth and contribute to improving the local economy