Peningkatan Kesadaran dan Pemahaman Pelaku UMKM melalui Digitalisasi Produk Berbasis Budaya Lokal dengan Pemanfaatan Media Sosial

Abstract

The decline of local cultural heritage due to globalization and modernization underscores the need for more adaptive preservation strategies, particularly to reach younger generations who are closely connected to social media. Conventional approaches used so far are considered less effective at integrating cultural values into the development of digital technology. Therefore, this community service activity aims to enhance awareness and understanding among MSME actors, fostered by Rumah BUMN Bukit Asam Tanjung Enim, of the importance of documenting and promoting products rooted in local cultural heritage through social media. The implementation method consists of several stages, including problem identification, material development, pre-test administration, participatory-based socialization and training, practical mentoring, and evaluation through a post-test. The results of the activity indicate a significant increase in participants’ level of understanding, from 84.4% in the pre-test to 97.8% in the post-test. This improvement suggests that the applied approach is effective in strengthening both cultural literacy and digital literacy among MSME actors. Furthermore, MSME actors began to understand that products such as Batik Kujur, pempek, and Semende coffee not only possess economic value but also embody cultural values that can be utilized as a digital-based promotional strategy. Thus, this activity demonstrates that integrating social media and local cultural values into MSME products represents a strategic approach to strengthening cultural identity while enhancing the competitiveness of creative-economy-based MSME products in the digital era.