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All Journal Aptisi Transactions on Technopreneurship (ATT) ADI Pengabdian kepada Masyarakat Jurnal (ADIMAS Jurnal)
Syahyono Syahyono
Islamic University 45 Bekasi
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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Improving MSME Competitiveness through Visual Design and Digital Branding Training Suryari Purnama; Felix Sutisna; Ninda Lutfiani; Dimas Aditya Prabowo; Syahyono Syahyono
ADI Pengabdian Kepada Masyarakat Vol 6 No 2 (2026): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i2.1457

Abstract

The strategic role of visual design and digital branding training in enhancing the competitiveness of micro, small, and medium enterprises (MSMEs) has become increasingly important in the digital economy era. Many MSMEs still face limitations in market reach and weak brand identity due to inadequate visual communication skills and minimal implementation of digital branding strategies. These challenges reduce their competitiveness in an increasingly competitive online marketplace. This community service program aims to analyze the impact of structured training in visual design and digital branding on improving brand perception, market visibility, and sales performance of MSMEs. This program employs a mixed-method approach by combining pre-test and post-test surveys, in-depth interviews, and direct observation. The participants consisted of 50 MSME actors who took part in a a three-month training program covering logo design, product packaging, social media branding, and digital marketing content creation. Quantitative data were analyzed using paired statistical tests, while qualitative data were examined through thematic analysis. The results indicate a significant improvement in brand consistency, visual attractiveness, digital engagement, and online sales growth after the participants completed the training program. Participants also reported increased confidence in managing brand assets and implementing digital communication strategies. It can be concluded that visual design and digital branding training represent an effective intervention to strengthen the competitiveness of MSMEs, support sustainable business growth, and promote the development of a resilient creative economy in the era of digital transformation.
Enhancing MSME Performance Through Customer Centered Design and Competitive Intelligence Syahyono Syahyono; Euis Saribanon; Andi Primafira Bumandava Eka
Aptisi Transactions On Technopreneurship (ATT) Vol 8 No 2 (2026): July
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v8i2.948

Abstract

This study examines the impact of customer centered design and competitive strategy on the business performance of Micro, Small, and Medium enterprises (MSMEs) in the technology and manufacturing sectors, with a focus on Bekasi Regency, Indonesia. Through a mixed methods approach, the research integrates strategic absorptive capacity and competitive intelligence as mediators to explore how these factors influence business performance. The results indicate that customer experience management significantly enhances strategic absorptive capacity, which, in turn, positively impacts competitive intelligence and business performance. However, product development capability was found to have no direct effect on strategic absorptive capacity. The findings highlight the importance of developing strategic absorptive capacity to effectively utilize customer insights and market trends, thereby improving business competitiveness. The study provides valuable insights for MSMEs owners and managers, especially in rapidly developing regions, offering practical recommendations for building capabilities that foster sustainable growth and market adaptability. These findings contribute to the theoretical understanding of innovation management and competitive strategy in MSMEs.
Co-Authors Andi Primafira Bumandava Eka Dimas Aditya Prabowo Euis Saribanon Felix Sutisna Ninda Lutfiani Suryari Purnama