EMPOWERING MSME WOMEN: A COMMUNITY-BASED APPROACH TO DIGITAL LITERACY AND MARKETING SKILLS

• الحاوية / القاعدة: Jurnal Ilmiah Ilmu Terapan Universitas Jambi
• المؤلف الرئيسي: 2-s2.0-85219004767
• التنسيق: مقال
• اللغة: English
• منشور في: Jambi University 2025
• الوصول للمادة أونلاين: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85219004767&doi=10.22437%2fjiituj.v9i1.32670&partnerID=40&md5=a379bf5ef92a92b40c5e866c3cdb7c3b

This study investigates a community-based digital literacy education model aimed at empowering women micro, small, and medium enterprises (MSMEs) by improving their digital literacy and marketing skills. The research addresses the critical gap in digital competency among women entrepreneurs, which hinders their ability to compete in an increasingly digitalized market. Using a qualitative case study approach, data were collected through in-depth interviews with 15 members of the MSME Group from the Indonesian Muslim Entrepreneurship Organization in Palembang and analyzed thematically. The findings reveal that most participants possess a high school education and less than five years of business experience, facing significant challenges in adopting digital technologies and ensuring online security. To address these issues, a comprehensive community-based model was developed, comprising Digital Literacy Class Mentor-Mentee Programming, Networking Meetings, Best Practices, and Special Skills Training. This model effectively improved participants' digital marketing capabilities, demonstrating its practical potential to enhance local economic growth by supporting the marketing efforts of women MSMEs. The study's novelty lies in its integrated and replicable framework, which combines digital literacy education with hands-on marketing skills development tailored to the unique needs of women entrepreneurs. The proposed model has broader implications, as it can be adapted for similar communities beyond the study’s scope, contributing to the global discourse on fostering digital inclusion and economic empowerment among women MSMEs. © 2025 by the author(s).