Digital Transformation of Livestock Businesses: Strengthening Marketing Competencies through UNISBA^s Training Program
Dede R Oktini*, Rabiatul Adwiyah, Nurdin, Andina Adma, Riza Arlinda, Bella Fujhita to Submit This Sample Abstract

Faculty of Economics and Business, Islamic University of Bandung

Abstract

This study examines how digital transformation can strengthen marketing competencies among local livestock entrepreneurs through a targeted community service training program initiated by Universitas Islam Bandung (UNISBA) at Banten Farm. In response to rising market competition and the increasing dominance of digital platforms, many small-scale livestock businesses struggle to adopt effective marketing strategies and reach wider audiences. The training program aimed to bridge this gap by providing participants with practical, hands-on skills in digital marketing, such as managing social media, creating engaging content, and integrating e-commerce tools. Employing a qualitative case study method, data were gathered through participant observation, structured feedback, and comparative assessments before and after the training. Findings show a marked increase in participants^ digital literacy, confidence in utilizing online platforms, and ability to craft market-relevant content. Moreover, the initiative promoted collaborative learning, innovation in product branding, and enhanced engagement with potential customers. The program underscores the pivotal role of higher education institutions in supporting digital capability development among rural entrepreneurs. By providing structured, locally-relevant, and experiential training, universities can significantly accelerate digital adoption and improve the economic resilience of marginalized sectors. The study illustrates that well-designed community-university partnerships can serve as a catalyst for rural economic empowerment and long-term sustainability in the livestock sector. It offers a scalable model for similar efforts in other regions facing comparable challenges in digital transformation and market integration, reinforcing the value of academic institutions as agents of social innovation and inclusive development.

Keywords: digital marketing, livestock business, community service.

Topic: Marketing and Fintech in Terms of Islamic Perspective