Assisting MSMEs in Digital Marketing through GoFood Platform Optimization at Titin Pujasera, Makassar

Abstract

Digital marketing provides micro, small, and medium enterprises (MSMEs) with opportunities to expand their market presence through online platforms. However, limited digital skills and the lack of structured online marketing practices can hinder their adoption of digital technology. This community service program aimed to support the digital marketing capacity of Titin Pujasera, located within the Politeknik Penerbangan Makassar area, through the optimization of the GoFood platform. The program involved preliminary assessment, direct mentoring, digital menu management, promotional material development, monitoring, and evaluation. The activities included assisting the business partner in registering and activating a GoFood merchant account, uploading product photographs and descriptions, organizing menu prices and operating information, and producing a business banner and printed menus. The activity report indicated that the merchant account was successfully activated, the digital menu was populated with product information, and more than 60% of participating business personnel were able to operate the application independently after the mentoring activities. These results demonstrate the program's contribution to establishing an initial digital marketing presence and developing practical platform-management skills. However, the program's impact on sales, revenue, and customer reach could not be determined because systematic before-and-after business performance data were not available. Future programs should incorporate longer monitoring periods and measurable performance indicators to assess the sustainability and business impact of digital marketing assistance.