EMPOWERING LOMBOK PEARL MSMES THROUGH CAPACITY BUILDING ANDDIGITAL MARKETING

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in preserving local culture while contributing significantly to regional economic development. Dwi Kristy Mutiara Lombok, a pearl handicraft MSME located in Lombok, possesses strong product quality and local cultural value but faces challenges in business management, digital marketing consistency, and branding standardization. This community service program aimed to strengthen the enterprise through capacity building and the implementation of standardized digital marketing practices. The activities included preliminary observation, business needs assessment, entrepreneurship training, digital branding workshops, social media content development, marketplace optimization, and mentoring in digital marketing implementation. The program was conducted using a participatory approach involving direct collaboration with the MSME owner. The results indicate significant improvements in the owner's understanding of digital marketing strategies, branding consistency, customer communication, and social media management. Furthermore, standardized promotional content, visual identity, and digital marketing guidelines were successfully developed to support sustainable business growth. The program demonstrates that integrating capacity building with digital marketing standardization effectively enhances MSME competitiveness while preserving the authenticity of Lombok pearl craftsmanship.