OPTIMALISASI DIGITALISASI UMKM MADU DALAM MENINGKATKAN DAYA SAING DAN JANGKAUAN PASAR DI DESA SUKADANA KABUPATEN LOMBOK UTARA

Abstract

Honey-based Micro, Small, and Medium Enterprises (MSMEs) represent one of the local economic potentials with promising business prospects in Sukadana Village, North Lombok Regency. However, most business owners still face marketing challenges due to limited utilization of digital technology, resulting in restricted market reach and competitiveness. This community service program aimed to enhance the capacity of honey MSME owners through business digitalization to expand market access and improve product competitiveness. The methods employed included observation, socialization, training, mentoring, and evaluation. The activities focused on the utilization of social media for promotion, digital marketing content creation, and business location registration on Google Maps. The results indicated significant improvements in participants’ knowledge and skills in utilizing digital platforms to support marketing activities. Business owners were able to create and manage social media business accounts, promote products online, and increase business visibility through Google Maps. Business digitalization facilitated broader product promotion, improved customer interaction, and strengthened the branding of local honey products. Therefore, optimizing the digitalization of honey MSMEs can serve as an effective strategy to enhance competitiveness and expand the market reach of local products in Sukadana Village, North Lombok Regency.