Purpose: SME is a business that has very good development potential. SMEs in Cipayung Urban Village, Depok City, West Java have various and high-quality products, but unfortunately amid the Covid-19 pandemic, promotion is hampered. This is due to the lack of partners' knowledge about online promotion by utilizing digital media. The purpose of this community service activity is to provide literacy about the promotional mix through online media which is expected to increase partner income. Method: The method used is educational FGD regarding the promotional mix, training on creating business social media accounts (WhatsApp and Facebook) and marketplace accounts (Tokopedia), as well as promotion strategy assistance. Result: The result of this community service activity is the partners' understanding of the promotional mix has increased. It can be seen from the pretest results with an average value of 5.98, increasing in the post-test results to 6.86. In addition, partners can carry out promotional practices through WhatsApp Status, create a Facebook account and create an Online Store on Tokopedia, then carry out promotions by posting product photos. Conclusion: Mentoring assistance activities can increase partners' knowledge about online marketing and can carry out practices regarding promotion through social media. Keywords: Marketing performance, Literacy promotional mix, SME

ABSTRAKMaraknya perdagangan barang tiruan atau barang-barang palsu atau barang KW di Indonesia semakin menjadi, persoalanya peredaran barang palsu bukan hanya terjadi di Indonesia saja, tetapi banyak juga di berbagai negara. Salah satu di alasannya karena minimnya pemahaman dan literasi konsumen dan penjual terkait apa itu produk tiruan. Oleh karena itu, kegiatan pengabdian ini bertujuan untuk memberikan edukasi dan literasi mengenai hukum menjual barang tiruan dan bagaimana meningkatkan kinerja manajemen melalui penerapan strategi pemasaran yang baik. Kegiatan ini disusun menggunakan metode edukasi, literasi dan pendampingan  kepada 30 pelaku UMKM di Kecamatan Cinere.  Hasil dari kegiatan pengabdian kepada masyarakat ini adalah adanya peningkatan pengetahuan pelaku UMKM sebesar 70% setelah mendapatkan literasi dan edukasi mengenai hukum dan strategi pemasaran. Kata Kunci: usaha mikro, kecil dan menengah; efek hukum; keunggulan bersaing  ABSTRACTThe rise of trade in counterfeit goods or counterfeit goods or KW goods in Indonesia is increasingly becoming, the problem is that the circulation of counterfeit goods does not only occur in Indonesia, but also in many countries. One of the reasons is the lack of understanding and literacy of consumers and sellers regarding what counterfeit products are. Therefore, this service activity aims to provide education and literacy regarding the law of selling counterfeit goods and how to improve management performance through the application of good marketing strategies. This activity was arranged using education, literacy and mentoring methods for 30 MSME actors in Cinere District. The result of this community service activity is an increase in the knowledge of MSME actors by 70% after getting literacy and education about law and marketing strategies. Keywords: micro; small and medium enterprises; legal effects; competitive advantage

Micro, Small, and Medium-sized Enterprise (MSME) owners in Depok, West Java, have yet to apply good marketing strategies. Thus, marketing management literacy needs to be done. This research was intended to analyze and understand the effect of marketing strategy literacy, which is applied in MSME’s in Depok, West Java, towards marketing performance. The sampling technique used in this research was random sampling technique, with the samples being 30 MSME owners in Depok, West Java. This is an explanatory research, which used Smart PLS analysis tool. The results showed that R Square’s value is 0.643. Hypothesis testing revealed that advertising literacy variable affects marketing performance with a path coefficient value of 0.400; promotion sales literacy does not affect marketing performance with a path coefficient value of -0.088; personal sales literacy affects marketing performance with a path coefficient value of 0.641; and lastly, online marketing literacy does not affect marketing performance with a path coefficient value of -0.177.

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