Empowering Local Economy through Digital Marketing in Community MSMEs: SEM Model in the Context of Digital Transformation
DOI:
https://doi.org/10.56778/jabdimasbioedkes.v3i1.615Keywords:
Community Empowerment, Digital Competence, Entrepreneurship Mentoring, Digital Marketing, Ecoprint MSMEsAbstract
This community service aims to analyze the influence of community empowerment and entrepreneurial mentoring on the marketing success and sustainability of ecoprint MSME businesses through the mediation of digital competence and digital marketing adoption. An explanatory quantitative approach was used with the Structural Equation Modeling – Partial Least Squares (SEM-PLS) method on community-based ecoprint MSMEs. The results of the study indicate that community empowerment, which includes training, access to capital, and technical mentoring, has a significant effect on improving the digital competence of entrepreneurs, which in turn strengthens the effectiveness of digital marketing. Meanwhile, entrepreneurial mentoring contributes positively to business sustainability by increasing the adoption of digital marketing strategies. The mediating effect of these two digital variables emphasizes that digital transformation is a key element in strengthening the competitiveness and resilience of community-based ecoprint businesses. This study provides theoretical contributions to the development of community-based digital entrepreneurship models and practical recommendations for policymakers in designing MSME empowerment programs that are adaptive to the digital era.
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Copyright (c) 2025 Arie Wahyu Prananta, Indra Jaya K. Wardana , Zainal Abidin, Aninda Sophia Prasasti, Natalie Eleonora Desviandhy , Ines Alya Chahyani , Dwin Ulyana Putri , Moh. Rifki Tri Ainul Fahmi
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