Advertising Language Training for Strengthening Digital Marketing for MSME Actors in Kuluakma Village, Walelagama District, Mountainous Papua
DOI:
https://doi.org/10.32585/ijecs.v7i1.8187Abstract
ABSTRACT
MSME operators in the underdeveloped, frontier, and outermost (3T) regions of Papua Pegunungan face serious limitations in digital marketing, particularly regarding the use of the Dani local language, which hinders their ability to draft promotional messages in Indonesian. This community service initiative aims to enhance the capabilities of MSME operators in Kuluakma Village, Walelagama District, Jayawijaya Regency, in utilizing advertising language as a digital marketing strategy. The method employed was participatory training combining lectures, live demonstrations, and group discussions, conducted in three sessions: an introduction to the functions of advertising language, an overview of social media platforms, and practical exercises in crafting promotional sentences. A total of 32 participants, comprising coffee farmers, beekeepers, and chicken farmers, took part in this activity. Evaluation through pre-tests and post-tests showed an improvement in participants’ ability to compose persuasive, informative promotional sentences containing calls to action in communicative Indonesian. This activity is part of a multidisciplinary collaboration program that also includes digital marketing training, product label design, and halal certification assistance.
Keywords: Advertising Language, 3T Regions, Digital Marketing, Participatory Training, Papua MSMEs
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Copyright (c) 2026 Hasriani M, Syarifah, Ason Wakerkwa, Yuspin Lobo Sattu
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