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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Calista Salsabila Azhari
Universitas 17 Agustus 1945 Surabaya
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pemberdayaan UMKM Melalui Strategi Komunikasi Pembangunan: Studi Kasus Kukiv dan D'dimsum di Surabaya Meiliya Wati; Marya Ulfa Hidayah; Calista Salsabila Azhari; Orinza Fajria; Veronika Sanctissima Apriani Mithe; Moh. Dey Prayogo
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/0s7z3s73

Abstract

The empowerment of Micro, Small, and Medium Enterprises (MSMEs) has become one of the priorities in Indonesia's economic development in the digital transformation era. This Development Communication practicum aimed to empower two MSMEs in Surabaya, namely Kukiv and D'dimsum, through a participatory development communication approach. Kukiv is an MSME specializing in gluten-free products that required support in strengthening its digital content strategy, while D'dimsum, a newly established business, required promotional media to support its business introduction. The study employed the Participatory Action Research (PAR) method combined with a capacity-building approach and direct assistance. The results indicate that the assistance provided to Kukiv focused on planning and producing digital promotional content, whereas the assistance for D'dimsum included designing a promotional banner and producing three soft-selling videos that were published on the business's social media account. These findings demonstrate that development communication strategies tailored to the specific needs of each MSME can support the development of promotional media and strengthen business identity.
Co-Authors Marya Ulfa Hidayah Meiliya Wati Moh. Dey Prayogo Orinza Fajria Veronika Sanctissima Apriani Mithe