Pendampingan Pemasaran Digital Berbasis On-The-Spot Coaching Bagi Pelaku Usaha Mikro Sektor Perdagangan Eceran Di Kecamatan Medan Sunggal

Isnan Sarwo Prasetyo; Rayhan Rayhan; Yoni Adelia; Wira Anggara Paloh; Abdul Rahman Siregar; Muhammad Fauzi Saputra; Fahrur Razi Hamdika; Lisnawati Lisnawati

doi:10.62027/sevaka.v4i2.814

Authors

Isnan Sarwo Prasetyo Universitas Bunda Thamrin, Medan, Indonesia
Rayhan Rayhan Universitas Bunda Thamrin, Medan, Indonesia
Yoni Adelia Universitas Bunda Thamrin, Medan, Indonesia
Wira Anggara Paloh Universitas Bunda Thamrin, Medan, Indonesia
Abdul Rahman Siregar Universitas Bunda Thamrin, Medan, Indonesia
Muhammad Fauzi Saputra Universitas Bunda Thamrin, Medan, Indonesia
Fahrur Razi Hamdika Universitas Bunda Thamrin, Medan, Indonesia
Lisnawati Lisnawati Universitas Bunda Thamrin, Medan, Indonesia

DOI:

https://doi.org/10.62027/sevaka.v4i2.814

Keywords:

Digital Marketing, Micro and Small Enterprises (MSEs), On-the-Spot Coaching, WhatsApp Business, Medan Sunggal

Abstract

Low adoption of digital marketing remains a common constraint for micro and small enterprises (MSEs) in urban areas, including Medan Sunggal District, Medan City. This community service program aimed to map the baseline marketing conditions and increase the digital marketing awareness and literacy of retail-sector MSEs through an on-the-spot coaching approach. The activity was conducted in June 2026 through direct field visits to 15 purposively selected MSEs, comprising initial observation and interviews, brief on-site coaching on WhatsApp Business, product photography, and promotional captions, and field documentation. The results show that 100% (15/15) of the MSEs had no active digital business account, 93.3% (14/15) still sold passively without planned promotion, and 86.7% (13/15) had never photographed their products for promotional purposes. After the brief coaching, approximately 80% of the MSE owners expressed interest in trying WhatsApp Business and uploading product photos, while the rest remained hesitant due to time constraints and limited devices. The activity produced a Direct Field Visit - On-the-Spot Coaching (DFV-OSC) mentoring model that can be replicated to strengthen digital marketing among micro-scale MSEs. Further, more structured mentoring, accompanied by follow-up assessment, is recommended to measure the longer-term adoption of these digital marketing practices.

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