Community Service in Kampung Melayu through Sewing and Digital Marketing Training

Abstract

Background: The Kampung Melayu Urban Village community faces persistent economic vulnerability due to low educational attainment, limited marketable skills, unstable informal-sector employment, and restricted access to business opportunities, highlighting the need for practical home-based sewing and digital marketing skills to strengthen women’s and youth’s economic independence.
Aims: This community service program aims to improve sewing and digital marketing skills to strengthen the economic independence of the Kampung Melayu community.
Methods: This program was conducted in the Kampung Melayu Urban Village, featuring training in sewing and digital marketing aimed at developing home-based sewing businesses. The program was implemented through an international collaboration between Universitas Negeri Jakarta, the Kampung Melayu Urban Village administration as the local partner, and Universiti Teknologi MARA (UiTM), Malaysia, as the international partner. This collaboration facilitated knowledge exchange and capacity building in fashion, entrepreneurship, and digital marketing. Activities were conducted using a participatory learning approach, combining material delivery, demonstrations, hands-on practice, mentoring, and evaluation via pre-test and post-tests.
Result: Training topics included an introduction to sewing machines, basic sewing techniques, the creation of various fashion products, entrepreneurship development, and digital marketing using platforms such as WhatsApp Business, Instagram, Shopee, and TikTok. Overall, the training results demonstrated significant improvements across all aspects. Sewing and product finishing skills improved by an average of 38%, while digital marketing understanding and skills increased by an average of 54%. The most substantial improvement in digital marketing training occurred in the use of WhatsApp Business, Shopee, Instagram, and TikTok, rising by 59%. Evaluation results indicated increased participant knowledge and skills in all measured areas. Participants became more proficient in operating sewing machines, producing market-ready fashion items, and utilizing digital platforms for promotion and sales. Beyond enhancing technical competence, the program fostered entrepreneurial motivation, self-confidence, and the ability to develop businesses independently. The home-based business model was selected due to its flexibility, affordable capital requirements, and significant market potential.