This study aims to produce a model of increasing the capacity of prisoners, so that they become entrepreneurs after being free through technological aspects. This research was carried out because the community's stigma towards former prisoners was still negative, so that when prisoners were free from prison it was difficult to become a worker in the industry. This condition makes it necessary to have knowledge and skills for ex-prisoners to become entrepreneurs. Prison as a place of guidance contributes in terms of skills and knowledge, so the role of prisons ranging from upstream to downstream is to start prisoner empowerment from production to marketing, which currently has an important role in the technological aspects of marketing activities (digital marketing). The concept used in the research relates to digital marketing, entrepreneurship and community empowerment, because the sustainability aspect is needed in empowerment activities, starting from changing the mindset behavior of prisoners to becoming entrepreneurs through education about entrepreneurship and digital marketing. This study uses a qualitative approach that seeks to find deep understanding. So that it seeks to understand the meaning, values, perceptions and goals in every action and decision in aspects of human life, through observation and in-depth interviews. The results of this study are community empowerment models that provide mentoring instruments, as an important factor in increasing prisoners' development capacity by stimulating and moving in a sustainable field. In the end, the formation of awareness activities of prisoners to become entrepreneurs who produce products from the skills obtained in prisons through the website "Lacika Mart" digital marketing as a means of marketing their products. The model creates prisoners with independence through entrepreneurship so as to increase the capacity in terms of investment for themselves, which can create competitiveness of superior products produced by the community, both nationally and internationally. Another thing is that it can act as active participation as a change agent in the development of human resources.

Keyword: prisoners, digital marketing, entrepreneurship, community empowerment