Digital Marketing Transformation of Local MSME Through Instagram Account of Community

Abstract

West Java, home to the highest number of MSMEs in Indonesia, serves as the focus of this study, specifically Bekasi City, one of the country's most expensive and densely populated areas. With 12 districts and 56 sub-districts, Bekasi's MSMEs are regulated by the Cooperative and MSME Office through the Paguyuban, a community-based organization. This research explores how the Paguyuban of East Bekasi District (PUKBT) supports MSMEs in their digital marketing transformation. By analyzing PUKBT's Instagram (@umkm.bekasitimur) and conducting qualitative interviews, the study reveals that the two-step communication model is key, with PUKBT guiding members through example. This study also highlights the role of interconnected digital economies and effective community participation, showcasing how Paguyuban's close-knit structure facilitates MSME digitalization. Future research should explore larger community applications to further enhance MSMEs' integration into the digital economy.