Digital Communication Capacity Enhancement Strategies for Creative Entrepreneurs in Dekranasda South Tangerang City

Abstract

Digital communication has become a vital element for the success and sustainability of businesses, especially in the creative industry. Entrepreneurs within the creative sector, particularly those associated with Dekranasda South Tangerang City, face challenges in effectively leveraging digital platforms for marketing, branding, and stakeholder engagement. The rapid shift towards digitalization has created both opportunities and challenges for small and medium enterprises (SMEs) in adopting and implementing effective communication strategies.

This research aims to explore digital communication strategies that can improve the capacity of creative entrepreneurs in optimizing digital platforms. The study employs a qualitative-descriptive approach using data collection techniques such as in-depth interviews, participant observations, and document analysis. Through these methods, the research identifies key obstacles in digital adoption, proposes an effective communication strategy model, and evaluates its impact through focus group discussions (FGDs) with stakeholders.

The study concludes that strategic digital communication training and structured marketing frameworks significantly enhance the outreach and business performance of creative entrepreneurs. The findings contribute to both theoretical knowledge and practical applications, offering recommendations for improving digital communication literacy and strategy implementation in the creative industry sector.