OPTIMIZATION OF PUBLIC COMMUNICATION STRATEGY AND SOCIAL MEDIA-BASED DIGITAL MARKETING ASSISTANCE FOR STRENGTHENING MSMES AND SUSTAINABLE ENVIRONMENTAL MANAGEMENT IN BUKIT SANGKAL VILLAGE

Abstrak

The implementation of the Thematic Community Service Program (KKN-T) in Bukit Sangkal Urban Village, Kalidoni District, Palembang City, was motivated by the limited use of digital media for promoting MSME products and managing public information, as well as the need to optimize local environmental potential and green open spaces. The program aims to enhance community understanding and skills regarding digital marketing, strengthen public communication, develop a QR Code-based digital flora information system, and encourage sustainable environmental management. A participatory approach was employed, involving observation, coordination, interactive outreach, training, mentoring, and direct collaboration between students and the community. Activities included training on digital marketing and MSME branding; seminars on entrepreneurship and product packaging; QR Code-based flora digitization at the ProKlim Park; optimization of the Organic Waste Bank through the processing of dry leaves into compost; and community-wide cleanup events and fitness exercises. Results indicated an 85% improvement in MSME players' understanding and skills in using digital media for promotion, the creation of digital product catalogs and QR Code-based flora information, and the successful conversion of dry leaf waste into useful compost. The initiative demonstrates that a participatory approach integrating public communication, MSME digitization, simple technology, and environmental management can deliver tangible benefits to the community while supporting the sustainability of economic and environmental assets in Bukit Sangkal Urban Village.