Empowerment of small and medium enterprises (SMEs) in shrimp farming in Barelang, Galang Island, Batam through marketing digitalization: building sustainable competitiveness

This research examines efforts to empower SMEs in a shrimp farm in Barelang, Galang Island, Batam, through marketing digitalization. The program aims to address major challenges such as limited market access and the lack of a strong brand identity. By implementing a technology-based digital marketing strategy, SMEs, which have been established since 2022, can improve their competitiveness, expand their market reach, and increase revenue. This program includes training on branding, creating digital content, utilizing social media, managing marketplaces, and performance evaluation. In addition to directly benefiting the shrimp farm SMEs, this initiative also offers a replicable empowerment model for other sectors. Overall, the results of this study show that digital marketing not only improves the performance of shrimp farm SMEs in Barelang but also has a positive impact on the local economy. By strengthening the competitiveness of SMEs through digitalization, it is expected to create new jobs and improve the welfare of the community. This study recommends continuing to develop empowerment programs focused on digitalization as a strategic step to face the challenges of the digital era.