MENDORONG PRAKTIK BISNIS BERKELANJUTAN DAN PEMASARAN DIGITAL PADA SEKTOR UMKM DI THAILAND MELALUI COMMUNITY ENGAGEMENT

Abstract

Abstrak: UMKM di negara berkembang masih menghadapi permasalahan rendahnya pemahaman praktik bisnis berkelanjutan dan keterbatasan pemanfaatan pemasaran digital, khususnya pada sektor usaha berbasis pasar tradisional. Pengabdian kepada masyarakat internasional ini bertujuan meningkatkan kapasitas 30 pelaku UMKM Thailand dalam mengintegrasikan praktik bisnis berkelanjutan dan pemasaran digital sebagai strategi peningkatan daya saing, mencakup peningkatan hardskill berupa kemampuan teknis penggunaan platform pemasaran digital dan penerapan prinsip bisnis berkelanjutan, serta softskill berupa kesadaran, komitmen, dan adaptasi lintas budaya dalam berwirausaha. Kegiatan dilaksanakan melalui penyuluhan dan workshop praktik kepada mitra di Save One Go Market Yaek Kor Por Aor, Thailand. Evaluasi melalui pendekatan outcome-based evaluation yang menilai capaian nyata peserta menggunakan instrumen penilaian yang terdiri dari 15 item pertanyaan. Tingkat ketercapaian keberhasilan kegiatan diukur berdasarkan tiga dimensi, yaitu: (1) perubahan sikap yang tercermin dari meningkatnya kesadaran dan komitmen peserta terhadap praktik bisnis berkelanjutan dengan tingkat peningkatan softskill sebesar 82%; (2) perubahan sosial dan budaya usaha yang terlihat dari partisipasi aktif peserta dengan capaian 78%; serta (3) adopsi awal pemasaran digital sebagai indikator peningkatan hardskill dengan capaian sebesar 74%. Kebaruan kegiatan ini terletak pada model PkM internasional berbasis pasar lokal non-wisata yang mengintegrasikan keberlanjutan dan digitalisasi secara praktis dalam konteks lintas budaya.

Abstract: MSMEs in developing countries continue to face challenges related to limited understanding of sustainable business practices and low utilization of digital marketing, particularly in traditional market-based enterprises. This international community service program aimed to strengthen the capacity of Thai SMEs in integrating sustainable business practices and digital marketing as competitive enhancement strategies, encompassing the development of hard skills, including technical proficiency in digital marketing platforms and the application of sustainable business principles, as well as soft skills such as awareness, commitment, and cross-cultural entrepreneurial adaptability. The program was implemented through socialization, counseling, and hands-on workshops involving 30 MSME partners at Save One Go Market Yaek Kor Por Aor, Thailand. The evaluation was conducted using an outcome-based approach that measured participants' actual achievements through a 15-item assessment instrument. Program success was assessed across these three dimensions: (1) attitudinal change, reflected in heightened awareness and commitment toward sustainable business practices, with a soft skill improvement rate of 82%; (2) social and business-cultural transformation, evidenced by active participant engagement, achieving a score of 78%; and (3) initial adoption of digital marketing as an indicator of hard skill development, with an attainment rate of 74%. The novelty of this program lies in its international community service model conducted in a non-tourism local market, integrating sustainability and digitalization through practical, context-based interventions.