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Abstract
Micro, Small, and Medium Enterprises (MSMEs) based on local resources have great potential in driving village economic growth. However, low product branding capacity is often a major obstacle in increasing MSME competitiveness in the wider market. This community service activity aims to introduce basic strategies for local product branding to MSMEs in Sri Kuncoro Village, Central Bengkulu Regency, by utilizing digital media as an effective and affordable promotional tool. Through socialization, participants were introduced to the importance of brand identity, product storytelling techniques, basic principles of packaging design, and the use of digital platforms such as WhatsApp Business, Instagram, and local marketplaces. It is hoped that this activity will increase MSMEs' understanding of the importance of product image, expand market reach, and encourage the growth of businesses based on local potential.
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Copyright (c) 2025 Ririn Nopiah, Muhammad Rusdi, Antoni Sitorus
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References
- Aaker, D. A. (1996). Building Strong Brands. The Free Press.
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
- Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education.
- Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
- Kementerian Koperasi dan UKM Republik Indonesia. (2023). Data UMKM Tahun 2023.
- Nasution, M. D. T. P. (2020). Pemberdayaan UMKM Melalui Pelatihan Digital Marketing. Jurnal Manajemen dan Bisnis Indonesia, 6(2), 134-142.
- Nugroho, A., & Wahyuningtyas, S. Y. (2021). Digital Marketing Strategy in Increasing Sales of MSMEs during the Covid-19 Pandemic. Journal of Digital Business and Innovation, 1(1), 21-29.
- Setiowati, R. (2020). Pengaruh Pemasaran Digital terhadap Peningkatan Pendapatan UMKM. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 140-152.
- Tambunan, T. (2019). UMKM di Indonesia: Masalah dan Strategi Pemberdayaan. Ghalia Indonesia.
References
Aaker, D. A. (1996). Building Strong Brands. The Free Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Wiley.
Kementerian Koperasi dan UKM Republik Indonesia. (2023). Data UMKM Tahun 2023.
Nasution, M. D. T. P. (2020). Pemberdayaan UMKM Melalui Pelatihan Digital Marketing. Jurnal Manajemen dan Bisnis Indonesia, 6(2), 134-142.
Nugroho, A., & Wahyuningtyas, S. Y. (2021). Digital Marketing Strategy in Increasing Sales of MSMEs during the Covid-19 Pandemic. Journal of Digital Business and Innovation, 1(1), 21-29.
Setiowati, R. (2020). Pengaruh Pemasaran Digital terhadap Peningkatan Pendapatan UMKM. Jurnal Ekonomi dan Bisnis Indonesia, 35(2), 140-152.
Tambunan, T. (2019). UMKM di Indonesia: Masalah dan Strategi Pemberdayaan. Ghalia Indonesia.