Empowering Kendal MSME actors through digitalization English learning based on local wisdom: Production culinary guide to Issul's Bakery

Muhamad Rifqi Bakhtiar; Kurniawan Yudhi Nugroho

doi:10.61251/cej.v4i1.372

Authors

Muhamad Rifqi Bakhtiar English Education, Faculty of Languages, Literature and Culture, Universitas Islam Sultan Agung, Semarang, Indonesia https://orcid.org/0009-0002-1823-254X
Kurniawan Yudhi Nugroho English Education, Faculty of Languages, Literature and Culture, Universitas Islam Sultan Agung, Semarang, Indonesia https://orcid.org/0000-0001-6050-6482

DOI:

https://doi.org/10.61251/cej.v4i1.372

Keywords:

English language, digitalization, Kendal, local wisdom, MSME

Abstract

This article discusses the effort to empower Micro, Small, and Medium Enterprises (MSMEs) in Kendal through digitalization of English learning based on local wisdom with external support in the form of a production book guide for Issul's Bakery. The topic raised is the gap in digital readiness of MSMEs, which is not only related to access to technology, but also limitations in content structured promotion, as well as practical English language needs for service and marketing. This activity aims to map the need for English communication that is relevant for culinary MSMEs, and develop material contextual digital learning. The method used is an approach with a qualitative dominance through observation, semi- structured interviews, documentation, and thematic analysis. The results show that the main partners focused on standardization of information products and services (menu descriptions, captions, and FAQs). Book developed a guide to help speed up production content, improve communication consistency, and grow trust self partners in compile message speaking English. The implications of this activity confirm that digitalization of MSMEs can be strengthened through easy-to-access content accessible and learning language-based needs, so that potential increases the quality of service, power competitiveness, and preservation of the local culinary narrative.

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