Pemberdayaan UMKM Desa Mulyasari melalui Pelatihan Branding dan Pemasaran Digital Berkelanjutan

Vollständiger Abstract

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Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting rural economic development, but they still face challenges in developing brand identity, improving marketing communication, and utilizing digital media consistently. Changes in consumer behavior toward digital channels require MSMEs not only to produce quality products but also to develop brand awareness and digital marketing capabilities. This community service program aimed to improve the knowledge and skills of MSME actors in Mulyasari Village in branding and sustainable digital marketing. The activity was conducted on Wednesday, July 15, 2026, at the Mulyasari Village Hall, Losari District, Cirebon Regency, West Java Province, involving 30 MSME participants. The program employed a participatory approach consisting of needs identification, material delivery, branding practice, digital marketing training, content creation practice, evaluation, and mentoring. The training covered brand identity, positioning, logos, packaging, product photography, caption writing, WhatsApp Business and social media utilization, and content calendar development. The results indicate that participants gained practical knowledge and experience regarding the importance of branding and the use of digital media as a marketing channel. Participants were also encouraged to implement content strategies consistently so that digital marketing activities would continue beyond the training. The program demonstrates that a combination of training and mentoring is a relevant approach to strengthening MSME digital capabilities. Program sustainability is pursued through monitoring and mentoring to enable MSME actors to independently develop branding, improve consumer interaction, and expand their marketing reach.