COMMUNITY-BASED CAPACITY BUILDING THROUGH DIGITAL ECOSYSTEMS: EMPOWERING LOCAL CRAFTS AND AGRO-INDUSTRY ENTREPRENEURS IN MATARAM

Abstract

Amid the rapid transition toward a digital economy, micro, small, and medium enterprises (MSMEs) in regional tourism hubs face the dual challenge of adapting to digital ecosystems while maintaining sustainable and responsible business practices. This community service initiative addressed capacity barriers faced by local agro-industry and premium craft sectors in Mataram, Lombok, through partnerships with NUTSAFIR Cookies, representing local agro-industry, and Dwi Kristy Mutiara, representing high-value cultural crafts. The program aimed to strengthen the partners’ economic resilience and market accessibility by supporting their integration into a sustainable digital ecosystem. Using a participatory capacity-building approach, the intervention included digital literacy training, ecommerce optimization, digital brand storytelling, and simple digital financial management. Descriptive evaluation indicated improvements in participants’ understanding, strategic readiness, and ability to identify relevant digital tools for marketing, customer communication, financial recording, and business networking. The program also encouraged stronger collaboration between local enterprises, resource suppliers, universities, and other supporting stakeholders. The initiative concludes that digital ecosystem integration, when combined with community empowerment and continued mentoring, can strengthen the adaptive capacity of local enterprises and support more responsible entrepreneurship in tourism-oriented regions.