OPTIMALISASI PEMASARAN DIGITAL UMKM DIMSUM MELALUI PEMBUATAN MEDIA SOSIAL DAN KONTEN KREATIF

Micro, Small, and Medium Enterprises (MSMEs) have a strategic role in the Indonesian economy, but still face obstacles in the utilisation of technology, especially digital marketing. One of the culinary MSMEs that has just started a dim sum business experiences limited promotion and does not yet have a systematic marketing strategy. This service activity aims to assist partner MSMEs in building digital marketing strategies through a student internship programme. The method used is Participatory Action Research (PAR), which involves students and business owners at every stage, from observation, strategy formulation, implementation, to evaluation. The programme focused on creating social media accounts (Instagram and TikTok), developing brand identity, and producing creative content in the form of photos, videos, and simple graphic design. The results of the activities showed an increase in consumer interaction on social media, a positive response to the first sale at Car Free Day (CFD), and the formation of brand awareness from the beginning. Although there are still obstacles in upload consistency, content quality, and limited paid promotion, this programme proves that the integration of offline and online strategies can expand markets, increase product visibility, and strengthen the competitiveness of culinary MSMEs in the digital era.