Empowering Sidoarjo MSMEs through AI-Driven Content Creation and Smart Content Studio: A Path Toward Digital Inclusivity
Abstract
This study evaluates the 2026 community service program aimed at transforming the digital marketing capabilities of 17 Micro, Small, and Medium Enterprises (MSMEs) in Sidoarjo, East Java. Addressing critical bottlenecks in digital content production, visual editing skills, and market access, the initiative implements a systematic approach combining cognitive AI-driven content training with physical appropriate technology (TTG) in the form of a 'Smart Content Studio'. Built upon the success of the 2025 Wonosalam program, this project utilizes anexperiential learning methodology (30% theory, 70% practice) to foster self-reliance among local entrepreneurs. Evaluation via a Pre-Experimental Paired Pretest-Posttest Design with 12 paired respondents demonstrated a moderate but steady increase in overall cognitivescores from 70.0% to 78.3%, successfully eliminating low-tier mastery scores (0-50%). Sectoral analysis revealed an asymmetry in thetransfer of knowledge: basic photography and copywriting comprehension rose by 10.0 and 8.35 percentage points, respectively, while visual editing stagnated (0.02 percentage points) due to a localized digital literacy gap and technological anxiety among middle-aged participants. To mitigate these technical difficulties, the physical Smart Content Studio acts as a practical solution, allowing immediate high-quality capture. Dissemination through local partnerships establishes this integrated model as a replicable blueprint for inclusive digital transformation in East Java, supporting SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure).
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References
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