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All Journal ABSYARA: Jurnal Pengabdian Pada Masyarakat Economics and Business Journal
Pina Ania Putri
Universitas Hamzanwadi
Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Library & Information Science Mathematics Other

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Penguatan Daya Saing UMKM Rengginang Desa Tetebatu Melalui Inovasi Branding dan Digital Marketing Huldiya Syamsiar; Pina Ania Putri; Septina Ziadatin; Nisa Martiana; Rinda Oktavia Suriana; Nila Juliana; Sahrul Jayadi; Eli Mazlin; Ah Agil Alfian; Ely Suliastri; Pera Adriana; Muhammad Riyandi
ABSYARA: Jurnal Pengabdian Pada Masayarakat Vol 6 No 1 (2025): ABSYARA: Jurnal Pengabdian Pada Masyarakat
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/ab.v6i1.30683

Abstract

Rengginang micro, small, and medium enterprises (MSMEs) in Tetebatu Village, Sikur District, East Lombok, have significant potential for development but face challenges in brand management and the utilization of digital technology for marketing. This community service program aimed to strengthen the competitiveness of MSME actors through branding innovation and digital marketing. The activities were conducted in three stages: training on packaging design and brand identity, mentoring in creating digital promotional content, and implementing social media–based marketing strategies. A participatory approach was applied by involving 15 MSME actors from three hamlets: Lingkung Leuk, Lingkung Tengak, and Kembang Sri Leuk. Quantitative results based on pre-test and post-test evaluations showed significant improvements in competencies: the first group increased from 40% to 70%, the second group from 60% to 85%, and the third group from 45% to 80%. On average, branding knowledge improved by 25 percentage points, and social media marketing skills increased proportionally. Furthermore, 80% of participants successfully produced new packaging designs that met modern market standards, and 73% began marketing their products through digital platforms within two weeks after the training. These findings indicate that practice-based collaborative training integrating branding innovation and digital marketing is effective in strengthening MSME capacity to compete in broader markets. In the future, similar programs are recommended to expand to other villages and include business financial management to support sustainability.
Strategic Transformation of MSMEs in East Lombok Regency in Utilizing Social Media and Instant Messaging as Digital Promotional Tools Pina Ania Putri; Danang Prio Utomo; Pahrudin Pahrudin
Economics and Business Journal (ECBIS) Vol. 4 No. 6 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i6.544

Abstract

Digital transformation has become a strategic necessity for Micro, Small, and Medium-Sized Enterprises to maintain relevance in a rapidly evolving market. However, the rapid growth of business units in East Lombok Regency has not been matched by optimal technological utilization, resulting in a phenomenon of superficial digitalization where social media and instant messaging accounts remain passive communication tools lacking integrated promotional strategies. This study aims to analyze the strategic transformation of business actors in Sikur District in utilizing social media and instant messaging as digital promotion tools. Employing a descriptive qualitative approach, data were collected through technical triangulation, including digital observation, documentation, and in-depth interviews with fifteen micro-entrepreneurs in the trade and creative industry sectors. The results reveal that digital transformation forms a unique adaptation spectrum, where younger business actors undertake rapid digital migration as a reactive response to physical market stagnation. This research synthesizes a new model termed the Visual-Relational Funnel, which is a marketing flow that combines the power of visual stimulation on social media such as TikTok, Instagram, and Facebook as a traffic generator, with the depth of personal relationships on WhatsApp as a transaction conversion space. The concept of Digital Silaturahmi was identified as a decisive factor in building local customer trust, effectively securing organic transactions. Despite the positive impact, this study identifies a second-wave digital divide, characterized by limited device capacity and content creation barriers, that threatens the competitiveness of local business units. This research recommends a shift in government policy from physical infrastructure assistance toward content-oriented creative literacy mentoring for business sustainability.
Co-Authors Ah Agil Alfian Danang Prio Utomo Eli Mazlin Ely Suliastri Huldiya Syamsiar Muhammad Riyandi Nila juliana Nisa Martiana Pahrudin Pahrudin Pera Adriana Rinda Oktavia Suriana Sahrul Jayadi Septina Ziadatin