Empowering Disabled MSMEs through Technology Adaptation and Digital Marketing in Productivity Turnover

Prianka, Dian and Tjiptawan, Ardeliah and Wicaksana, Adhika Putra (2026) Empowering Disabled MSMEs through Technology Adaptation and Digital Marketing in Productivity Turnover. GUYUB: Journal of Community Engagement, 7 (1). pp. 40-57. ISSN 2723-1232; E-ISSN 2723-1224

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Abstract

Devan Bamboo, an MSME owned by an entrepreneur with a disability, faced a productivity–revenue paradox: a 170% increase in productivity was followed by a 26% decline in revenue. This occurred due to a mismatch between production output and market demand, limited access to wider markets, and the inability to produce high-value customized products using manual methods, alongside weak digital marketing. This community engagement program implemented an integrated empowerment model using Rapid Rural Appraisal (RRA) and Asset-Based Community Development (ABCD). RRA was used to identify operational bottlenecks, while ABCD guided solution design by leveraging the partner’s existing creative strengths. The intervention included disability-adapted production technologies (bamboo cutting, splitting, and laser cutter machines adjusted for wheelchair use) and intensive digital marketing training (e-commerce, CorelDRAW, and Instagram strategy). The results showed significant improvements. Production efficiency increased, with over 50% of products adopting laser-cut designs. Digital performance rose sharply (Instagram reach +244%). Importantly, revenue trends recovered, with omzet increasing in Quarter III after previous decline. This study concludes that integrating adaptive technology and digital skills effectively aligns productivity with market demand, providing a sustainable empowerment model for disability-owned MSMEs.

Item Type:	Article
Uncontrolled Keywords:	Asset-Based Community Development (ABCD); Bamboo Craft; Digital Marketing; Disability Empowerment; MSME; Technology Adoption
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Creative Industry > Department of Product Design and Management
Depositing User:	ARDELIAH TJIPTAWAN
Date Deposited:	10 Apr 2026 03:29
Last Modified:	10 Apr 2026 03:29
URI:	http://repository.ubaya.ac.id/id/eprint/50528

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