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Improving MSME Marketing Performance Through Digital Marketing and Content Marketing

Author

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  • Aris Mardiyono

    (Faculty of Economics and Business August 17, 1945 University Semarang Indonesia)

  • Low Mei Ping

    (Faculty of Management and Accounting Universiti Tunku Abdul Rahman Malaysia)

  • Gita Sugiyarti

    (Faculty of Economics and Business August 17, 1945 University Semarang Indonesia)

  • Wikasari

    (Master of Management Study Program, Faculty of Economics and Business, August 17, 1945 University Semarang, Indonesia)

Abstract

This community service program aims to improve the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) through the optimization of digital marketing and content marketing strategies. The program was conducted in February 2026 in the assisted village of Batik Tapak Dara, Meteseh Village, Tembalang District, Semarang City, involving 30 MSME participants in the batik sector. The methods included problem identification, socialization, training, mentoring, and evaluation using pre-test and post-test approaches. The results showed a significant improvement in participants’ understanding and skills, particularly in digital marketing (increase of 38%), social media utilization (36%), content marketing capability (39%), and product branding (37%). Statistical analysis using a paired sample t-test indicated a significant difference before and after the training (p

Suggested Citation

  • Aris Mardiyono & Low Mei Ping & Gita Sugiyarti & Wikasari, 2026. "Improving MSME Marketing Performance Through Digital Marketing and Content Marketing," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(14), pages 1414-1418, January.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:14:p:1414-1418
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