Development of Creative Digital Entrepreneurship in Banjaran Wetan Village, Banjaran Subdistrict, Bandung Regency
Muhammad Syarqim Mahfudz (a*), Eri Achiraeniwati (a), Yanti Sri Rejeki (a),Djamaludin (a), Nur Rahman Asad (a), M. Dzikron AM (a), Insan Nugraha (a), Krisna Riyadi (a), Rieven Adha Geva Putra (a)

(a) Department of Industrial Engineering, Faculty of Engineering, Universitas Islam Bandung
*muhammadsyarqimmahfudz[at]unisba.ac.id

Abstract

Digital marketing has become a crucial element in modern business strategies, especially for Small and Medium Enterprises (SMEs) that aim to remain relevant and competitive in a constantly evolving market. In Banjaran Wetan Village, Bandung Regency, creative entrepreneurs face challenges in expanding their market reach due to limited digital competence and inadequate access to technology. Preliminary surveys revealed that flagship products such as coffee and its derivatives, as well as other local wisdom based goods, have not fully utilized digital platforms for promotion. To address this issue, a Community Service Program (PkM) was conducted to improve the digital competence and entrepreneurial capacity of local communities through direct training and mentoring. The program was implemented on February 25, 2025, involving 13 participants from three areas, representing various business sectors such as coffee farming, cafe management, woodworking, cosmetics, food and beverage production, spice processing, livestock, and building material sales. The training covered the use of digital platforms such as WhatsApp, TikTok, Instagram, Facebook, and Shopee, including hands on sessions in content creation and account management for business promotion. Evaluation using pre and post training questionnaires showed a significant increase in digital literacy and participants involvement in online marketing. The results indicate that structured, practice oriented training can effectively support the digital transformation of rural entrepreneurs and enhance the competitiveness of local businesses in a sustainable way.

Keywords: creative entrepreneurship, digital marketing, training, digital literacy, rural empowerment

Topic: Marketing and Fintech in Terms of Islamic Perspective