ENHANCING MSME DIGITAL COMPETENCIES THROUGH E-MARKETPLACE MENTORSHIP FOR HOMEMADE HEALTHY TOMATO SAUCE

Abstract

Digital disruption in Indonesia has created a significant capability gap for Micro, Small, and Medium Enterprises (MSMEs), hindering their adaptation to the digital marketing such as marketplace despite national initiatives, Asta Cita President of Indonesia. This challenge is particularly evident in communities like RW 35, Bojong Rawalumbu, where a deficit in digital marketing literacy converges with the underutilization of abundant local commodities, such as tomatoes. This paper details an integrated community engagement program designed to address this dual challenge. The intervention combines the downstreaming of local tomatoes into a value-added product, specifically healthy homemade sauce, with targeted capacity-building in digital commerce through marketplace platform creation. This study employed a Participatory Action Research (PAR) methodology, commencing with a situational analysis in the RW 35 community through observation and dialogue to identify needs and local potential (Plan). Based on these findings, a training workshop on making a marketplace for tomato sauce was implemented as the core intervention (Act). The process was systematically documented (Observe) and concluded with a participatory evaluation with residents to assess the program's effectiveness and formulate recommendations for sustainability (Reflect). This program was implemented on September 18th, 2025, in the RW 35 administrative area, Bojong Rawalumbu, Bekasi.