Model Pemberdayaan UMKM Food Court Berbasis Technopreneurship melalui Transformasi Digital Marketing dan Pengembangan Kompetensi SDM
Anita Sumelvia Dewi*
Erwin Syahputra
Iing Sri Hardiningrum
Choirul Anam
Iva Khoiril Mala
Aulia Naufal
Culinary MSMEs play a strategic role in local economies but continue to face challenges in digital adoption, HR development, and competitiveness, including those at the Pujasera Pusat Rasa food court in Sumbercangkring Village, Kediri Regency. These challenges persist despite an earlier phase of community-based development that successfully established the food court’s physical infrastructure and collective branding, yet left digital literacy and managerial competency largely unaddressed. This community service program is a continuation of that effort, focusing on strengthening technopreneurship through Digital Marketing transformation and HR competency development for 6 culinary MSMEs. Using a Participatory Learning and Action (PLA) approach over four months, activities included needs analysis, program design, Digital Marketing and HR competency training, technopreneurship mentoring, and evaluation. Data were analyzed descriptively by comparing pre- and post-program percentage indicators. Results show significant improvement: active social media use rose from 33% to 83%, financial record-keeping from 17% to 83%, and 67% of MSMEs adopted business technologies such as QRIS, alongside a 30% increase in customer interaction and a shift toward a more digitally adaptive entrepreneurial mindset. Service quality and collective branding were also strengthened, further supporting product innovation among participating MSMEs. The technopreneurship-based empowerment model effectively enhances digital capacity, HR competency, and sustainable competitiveness. These findings indicate that integrating physical infrastructure strengthening with internal capacity development produces a replicable hybrid empowerment model based on location, digitalization, and human capital development.
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