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All Journal Nuras : Jurnal Pengabdian Kepada Masyarakat
Rahmadhani, Ratu Prima
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Humanities Education Environmental Science Social Sciences

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Pengembangan Strategi Pemasaran Digital dan Branding pada UMKM Aitri Kue Panggabean, Waladdin; Putri, Nazwa Maulidya; Kurniawan, Daniel Obed; Raditya, Asifa; Simamora, David; Rahmadhani, Ratu Prima; Hadistia, Violita Nova; Rahardian, Muhammad Iqbal; Made, Angelica Dan; Balqis, Vanessa Ria; Anelka, Chlara Chlaudia
Nuras : Jurnal Pengabdian Kepada Masyarakat Vol. 6 No. 2 (2026): April
Publisher : Lembaga Pendidikan, Penelitian, dan Pengabdian Kamandanu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/nuras.v6i2.1177

Abstract

This community service program aims to strengthen the digital marketing and branding strategies of the Aitri Kue MSME in Margo Mulyo Village, Balikpapan. Despite operating since 2010 and establishing partnerships with companies and hospitals, the management of promotions and visual identity remains suboptimal. The method used was descriptive qualitative, encompassing observation, interviews, planning, implementation, monitoring, and evaluation. The program focused on updating the visual identity, developing promotional media, installing standing banners, and creating digital content on social media. The results showed significant improvements in brand consistency, business visibility, and promotional effectiveness. Furthermore, the mentoring program successfully enhanced business owners' understanding of more systematic marketing practices. Overall, the integration of digital marketing and visual branding has been proven to strengthen professionalism and support the sustainability of MSMEs in the digital era.
Co-Authors Anelka, Chlara Chlaudia Balqis, Vanessa Ria Hadistia, Violita Nova Kurniawan, Daniel Obed Made, Angelica Dan Panggabean, Waladdin Putri, Nazwa Maulidya Raditya, Asifa Rahardian, Muhammad Iqbal Simamora, David