Strategic marketing and digital transformation for SME empowerment: insights from a Malaysia–Indonesia service- learning collaboration

This study explores a Malaysia–Indonesia service-learning initiative aimed at strengthening Small and Medium Enterprises (SMEs) through strategic marketing and digital transformation. Conducted under the Service-Learning Malaysia University for Society (SULAM) framework, the program combined workshops on marketing and digital strategies with applied sessions where SMEs worked alongside students to solve business challenges. The program involved 22 SME participants, 5 students’ representatives from Airlangga University and 32 students from Universiti Teknologi MARA (UiTM), Malaysia. Findings show that participants gained confidence in using digital tools, adapting products and applying marketing concepts, though gaps remain in cultural communication and digital readiness. Overall, the program was positively evaluated (mean = 4.09, SD = 0.81), confirming the effectiveness of targeted interventions in improving SME competencies. The study highlights how cross-border servicelearning can enhance SME competitiveness and offers guidance for future training and support.