Penguatan Kapabilitas Dinamis Individu untuk Meningkatkan Adaptabilitas Pelaku UMKM di Desa Samirono
DOI:
https://doi.org/10.32764/r1ns2h72Keywords:
Artificial Intelligence, Digital Marketing, Individual Dynamic Capability, MSMEsAbstract
Micro, Small, and Medium Enterprises (MSMEs) in Samirono Village still face limitations in utilizing digital technology to improve their business competitiveness. This community service program aimed to strengthen Individual Dynamic Capability (IDC) by integrating Instagram, WhatsApp Business, and Artificial Intelligence (Imagen Z) into digital marketing practices. The program employed a participatory approach consisting of needs identification, educational sessions, interactive discussions, hands-on practice, and observational evaluation. A total of 15 MSME owners participated in the program. The observations conducted at the end of the activity indicate that participants began to recognize the concepts of sensing, seizing, and transforming capabilities and practice applying them in digital marketing strategies. Participants also developed practical skills in using AI to create more attractive and professional promotional content. The program demonstrates that strengthening Individual Dynamic Capability through digital technology integration can support the development of MSMEs’ awareness and initial skills needed to respond to dynamic business environments.
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Copyright (c) 2026 Eva Fachria, Yetty Yuliany Kusumaningrum, Agus F. Abdillah, Randika Shafly Fawwaz, Reni Nur Arifah, Putri Aryo Jelang Fitri Khothima
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