Abstract
The development of information and communication technology in the digital economy era has fundamentally transformed the global and local business landscape, compelling Micro, Small, and Medium Enterprises (MSMEs) to adapt in order to remain competitive and sustainable. In Maesa Subdistrict, located around the strategic area of Universitas Negeri Manado (UNIMA), the potential for community-based economic development is substantial due to the high mobility of the academic community and surrounding residents. Nevertheless, most MSME operators in the area continue to face various conventional challenges, particularly their dependence on traditional marketing methods with limited geographical reach, low levels of digital literacy, and limited ability to optimize social media as an instrument for creating business value. This research and community service program aims to examine and implement a comprehensive digital marketing training model for MSMEs in Maesa Subdistrict, UNIMA. The implementation method employed a participatory approach consisting of observation, counseling, hands-on training, intensive mentoring, and impact evaluation. The results of the program demonstrated a significant improvement in participants’ theoretical understanding and technical skills in managing commercial social media, building brand identity, developing persuasive visual content, and utilizing e-commerce platforms. The direct impact of this transformation was an expansion of market share beyond the local area, accompanied by a gradual increase in monthly sales turnover. Thus, the digital marketing training program has proven to be a crucial catalyst for accelerating digital transformation and strengthening the economic independence of local MSMEs in Maesa Subdistrict, UNIMA.