Pentahelix-Based Digital Marketing in Empowering MSMEs in Sukasari Lembur Pakuan Tourism Village, Subang Regency
DOI:
https://doi.org/10.70522/jad.v5i2.181Keywords:
digital marketing; MSMEs; tourism village; community empowerment; pentahelixAbstract
The development of MSMEs in the Sukasari Lembur Pakuan Tourism Village, Subang Regency, requires strengthening digital marketing to increase the competitiveness of local products in the era of digital transformation. Despite having significant potential for cultural tourism and superior products, MSMEs still face limitations in utilizing digital platforms as a marketing tool. This community service activity aims to improve digital marketing literacy through training based on the pentahelix approach involving various stakeholders. The method used is Participatory Action Research (PAR) through needs identification, training, hands-on practice, and evaluation. The activity, held on May 7, 2026, involved MSMEs, Pokdarwis, Bank BJB Subang, and PT Biru Inovasi Teknologi. The results showed an increase in participants' understanding of the use of social media for business, WhatsApp Business, marketplaces, and local product branding strategies. However, obstacles remained in digital literacy, creative content development, and access to capital. The pentahelix approach has proven effective in supporting the empowerment and sustainable digital transformation of MSMEs
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