Strengthening Lily Batik Jepara's MSME Competitiveness Through Production and Digital Marketing Standardization

Objective: This community service program aims to improve the competitiveness of Lily Batik Khas Jepara SMEs through production quality enhancement and digital marketing optimization. The program focuses on addressing two main issues: inconsistency in batik dyeing quality and the limited utilization of digital marketing platforms for product promotion and market expansion. Design & Methods: The program was implemented using a Participatory Action Learning (PAL) approach, involving active participation of the SME owner and workers throughout all stages, including problem identification, training, hands-on practice, mentoring, and evaluation. The activities were conducted from February to April 2026 and covered dyeing standardization training, quality control development, SOP preparation for production, digital marketing training, social media optimization (Instagram and Facebook Business), content creation, and marketplace utilization. Result: The results show an improvement in participants’ skills in standardizing the batik dyeing process, leading to more consistent color quality and better product control. In addition, the SME successfully implemented digital marketing strategies by actively managing business social media accounts, producing structured promotional content, and developing a digital product catalog. These improvements enhanced market reach, customer engagement, and overall business performance, contributing to the sustainability and competitiveness of Lily Batik Khas Jepara in the digital era.