Strengthening the Competitive Advantage of Culinary MSMEs through Digital Coaching Clinics in SINPASA Market, Bandung

Abstract

This community service program aims to enhance the digital competencies and strengthen the competitive advantage of culinary MSMEs located in the SINPASA Modern Market, Bandung, through an adaptive and contextual coaching clinic approach. A total of 40 MSMEs participated in a three-month program consisting of needs assessment, training, individual mentoring, and evaluation stages. Pre-test and post-test results demonstrated significant improvements across all measured aspects, particularly in digital promotion knowledge and competitive advantage understanding. The coaching clinic model, which integrates practical training and personalized mentoring, proved effective in improving participants' technical skills and fostering an open mindset towards digital transformation. This program not only resulted in higher competency levels but also encouraged the adoption of technology and sustainable development of competitive advantage based on local potential.