Strengthening Digital Marketing Communication for Pawon Mba Ning MSME through an E-Commerce Strategy Based on Development Communication

Moh Dey Prayogo; Dinnar Maulana; Arvin Adyatma; Javier Zanetti; Ach Rainhard Furqan; M Ichsan Hidayat; Fitrah Sugesti

doi:10.55927/jpmf.v5i4.14

Authors

Moh Dey Prayogo Universitas 17 Agustus 1945 Surabaya
Dinnar Maulana Universitas 17 Agustus 1945 Surabaya
Arvin Adyatma Universitas 17 Agustus 1945 Surabaya
Javier Zanetti Universitas 17 Agustus 1945 Surabaya
Ach Rainhard Furqan Universitas 17 Agustus 1945 Surabaya
M Ichsan Hidayat Universitas 17 Agustus 1945 Surabaya
Fitrah Sugesti Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.55927/jpmf.v5i4.14

Keywords:

Development Communication, E-Commerce, MSME, Digital Marketing, Pawon Mba Ning

Abstract

This community service project focuses on strengthening digital marketing communication for Pawon Mba Ning, a home-based business that sells a variety of home-cooked meals and provides catering services for events in the Surabaya area, East Java. The main challenge faced is the business owner’s limited ability to utilize e-commerce platforms as an effective marketing communication channel. The methods used included mentoring, training, and evaluation based on the Laswell communication model and the Shannon- Weaver communication model, adapted to the context of digital SMEs. The results of the activity showed a significant improvement in the business owner’s digital communication skills, including the creation of engaging visual content, management of online stores on the Shopee and GoFood platforms, and the implementation of more structured communication strategies. The output of the activity was training in e-commerce creation. This activity underscores that well-planned development communication can drive the sustainable growth of digital-based SMEs.

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