Empowering Micro Enterprises through Financial Literacy and Digital Marketing Training: A Community Engagement Model from Universitas Mercu Buana

Abstract

This community engagement program aimed to enhance financial literacy and digital marketing skills among micro-enterprise actors in Meruya Selatan, West Jakarta. Micro, small, and medium enterprises (MSMEs) play a vital role in Indonesia’s economy but face challenges in adopting digital technology and maintaining transparent financial management. This program combined training on simplified accounting practices based on the Micro, Small, and Medium Entity Financial Accounting Standards (SAK EMKM) with practical workshops on digital marketing and social media utilization. Thirty participants attended the program, showing significant improvement in financial record-keeping and online promotion skills. Post-training monitoring demonstrated that participants were able to apply digital accounting tools such as BukuWarung and effectively use social media for marketing. This model highlights the role of universities in fostering local economic resilience and accountability through community-based digital transformation initiatives.