Human Resources Capacity Building and Digital Marketing to Improve Village Economy through BUMDes

Abstract

This community service aims to analyze and encourage the development of Wukirsari Village-Owned Enterprise (BUMDes) in facing current digital market trends, as well as identify the strategic role of Generation Z in the transformation process. Based on the results of observations and interviews, it was found that although BUMDes already has digital assets in the form of social media accounts and an official website, the management has not been optimized and conceptualized. In addition, the involvement of the younger generation in the management of village businesses is still very low, which is one of the main obstacles in the process of adapting to the digital era.

Through a descriptive qualitative approach, this activity illustrates the importance of empowering Gen Z as the driving force of village digitalization. The results also show that the engagement of Gen Z needs to be supported by strengthening 21st century skills or 4C skills (Critical Thinking, Communication, Collaboration, and Creativity), so that they are able to become adaptive and solutive agents of change. Recommendations in this activity include digital training strategies, the formation of village creative teams, and integration between BUMDes and young communities in social media management. This service is expected to make a real contribution in building an inclusive, innovative, and sustainable technology-based BUMDes.