Synergy of Financial Literacy and Marketing Digitalization to Support the Sustainability of Wayang Kulit Msmes in Bali

This Community Service Program (PKM) was carried out at the Balinese Puppet UKM owned by Mr. Purwa Yasa which is located in Banjar Semana, Mambal Village, Abiansemal District, Badung Regency, Bali. These SMEs have an important role in preserving local culture as well as developing the creative economy. However, based on observations, it was found that the main problems faced by partners were the limitations in the aspect of financial management and the lack of optimal use of digital marketing. Partners still use manual financial recording that is not systematic, making it difficult to manage cash flow and access to capital. In addition, marketing strategies are still conventional through exhibitions or word-of-mouth promotions, so market reach is limited. This PKM activity aims to improve the financial literacy of partners, develop digital marketing strategies, and strengthen business competitiveness to be more sustainable. The methods used include lectures, training, and assistance related to simple financial records, separation of business and personal finances, and the use of sales memorandum to accurately determine turnover. In addition, digital marketing training is carried out through the use of social media such as WhatsApp, Facebook, and Instagram, accompanied by the creation of product catalogs and promotional content. The results of the activity show an increase in partners' understanding of simple financial management, with the implementation of daily cash recording, sales notes, and more structured monthly reports. In terms of marketing, partners are starting to actively use social media as a means of promotion, so that wayang kulit products are better known to the wider community. With this program, it is hoped that Balinese Wayang Kulit SMEs can be more professional in business management, increase turnover, and be able to contribute to the preservation of local culture and economy.