Strengthening Local Superior Products Through Digital Marketing Strategies in Gampong Bung Tujoh, MontasikAceh Besar, Indonesia

Abstract

The Community Service Program (CSP) conducted in Gampong Bung Tujoh, Montasik District, Aceh Besar, focused on implementing digital marketing strategies to strengthen the competitiveness of local superior products. The program was initiated in response to the limited ability of rural communities to market their products effectively in the digital era. The objective was to empower local farmers, housewives, and youth groups by equipping them with knowledge and skills in digital literacy, branding, and online promotion. Activities were carried out through several structured stages: socialization, training, mentoring, and evaluation. Training included the use of social media platforms such as Facebook, Instagram, and WhatsApp, the creation of creative promotional content, and the introduction of simple design applications for product branding. The results indicate a significant improvement in participants’ abilities to create and manage social media accounts dedicated to product promotion, design attractive digital content, and engage with online consumers. A total of 12 active promotional accounts were successfully established, and the number of digitally literate participants increased from only four individuals to 28 after the program. This outcome demonstrates the readiness of the community to adopt digital transformation in product marketing. The novelty of this program lies in its participatory approach that integrates different community groups, enabling collaborative digital marketing practices tailored to local contexts. Although challenges remain, including limited internet access and varying levels of digital skills, the program has successfully shifted traditional marketing methods toward a digital framework. In conclusion, the CSP initiative contributes to enhancing local product competitiveness while fostering sustainable community-based economic development through digital marketing strategies.