Model FPEM: Intervensi Digital dalam Meningkatkan Kinerja Keuangan UMKM Agro Lemon di Lembang, Bandung Barat
DOI:
https://doi.org/10.61231/x90r4x19Keywords:
Digital Business Intervention, MSMES, Digital Marketing, Business Performance, Financial ImplicationAbstract
This study examines the role of digital business interventions in strengthening the business performance of a lemon-based agro-MSME in Lembang, West Bandung, through a community engagement program. A Participatory Action Research (PAR) approach was applied in a single-case study involving diagnosis, intervention, and evaluation. The interventions included social media optimization, Instagram Ads, marketplace integration, content planning, and support for business legality and branding. Performance was assessed descriptively by comparing operational and digital conditions before and after the interventions, supported by observations, interviews, and documentation. The findings indicate more structured promotional activities, improved content consistency, greater use of digital marketing tools, expanded distribution channels, and strengthened digital capabilities. These changes suggest improved market visibility and a stronger foundation for business development. However, objective financial data were unavailable; therefore, effects on revenue, costs, and profitability could not be established.
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