Improving MSME Marketing Performance Through Digital Marketing and Content Marketing

Abstract

This community service program aims to improve the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) through the optimization of digital marketing and content marketing strategies. The program was conducted in February 2026 in the assisted village of Batik Tapak Dara, Meteseh Village, Tembalang District, Semarang City, involving 30 MSME participants in the batik sector. The methods included problem identification, socialization, training, mentoring, and evaluation using pre-test and post-test approaches. The results showed a significant improvement in participants’ understanding and skills, particularly in digital marketing (increase of 38%), social media utilization (36%), content marketing capability (39%), and product branding (37%). Statistical analysis using a paired sample t-test indicated a significant difference before and after the training (p < 0.05), confirming the effectiveness of the program. Furthermore, regression analysis revealed that both digital marketing and content marketing have a positive and significant effect on marketing performance. The program also contributed to increased customer engagement, broader market reach, and higher sales potential. Therefore, the integration of digital marketing and content marketing can be considered an effective strategy to enhance MSME marketing performance.