Strengthening Online Marketing Skills and Digital Literacy for Youth-led Poultry MSMEs in Bojong Tengah Village

Puspita Chairun Nisa; ⁠Ario Pamungkas; ⁠Fachmi Tamzil; Nofia Angela; Muniroh; Amo Sugiharto; Dodi Ria Atmaja; Yulian Dinihari

doi:10.35568/abdimas.v9i1.7448

Authors

Puspita Chairun Nisa Manajemen, Universitas Esa Unggul, Jakarta, Indonesia
⁠Ario Pamungkas Ilmu Komunikasi, Universitas Esa Unggul, Jakarta, Indonesia
⁠Fachmi Tamzil Manajemen, Universitas Esa Unggul, Jakarta, Indonesia
Nofia Angela Ilmu Gizi, Universitas Esa Unggul, Jakarta, Indonesia
Muniroh Manajemen, Universitas Esa Unggul, Jakarta, Indonesia
Amo Sugiharto Manajemen, Universitas Esa Unggul, Jakarta, Indonesia
Dodi Ria Atmaja Manajemen, Universitas Esa Unggul, Jakarta, Indonesia
Yulian Dinihari Pendidikan Biologi, Universitas Indraprasta PGRI, Jakarta, Indonesia

DOI:

https://doi.org/10.35568/abdimas.v9i1.7448

Keywords:

based marketing, MSMEs, social media, strengthening digital literacy

Abstract

This community service program in Bojong Tengah Village aims to strengthen rural youth entrepreneurship by integrating training in laying hen cultivation with digital marketing for micro, small, and medium enterprises (MSMEs). This initiative is a response to the limited and informal use of digital platforms, where sales rely solely on word of mouth despite increasing access to smartphones and social media. Using a participatory approach, this program combines dialogue-based needs assessments, practice-based workshops, and post-training mentoring that focuses on optimizing WhatsApp Business accounts and social media. The impact of the program on digital marketing practices was an increase in the average score in six aspects, namely account profile, product photos, captions, content variations, posting consistency, and feature use. Prior to the program, average scores ranged from 1.5 to 2.0 (low – moderate), indicating an untidy profile, weak product visuals, and minimal use of features. After training and mentoring, scores increased to 2.9–3.5 (medium–high), with the highest improvements in product photos and account profiles, followed by text and content variety. These results indicate a shift from informal sales towards more structured and digitally supported microenterprise management among rural youth.

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