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All Journal Jurnal Abmas
Kharisma Endarty
STIE Wikara Purwakarta

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Pemasaran digital dan rebranding UMKM di Desa Kertasari Purwakarta Kharisma Endarty; Neng Hali Resti Hakim; Rizqi Juandi; Paojan MS Paojan MS
Jurnal Abmas Vol. 26 No. 2 (2026): Jurnal Abmas
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/abmas.v26i2.787

Abstract

Micro, Small, and Medium Enterprises (MSMEs) Wibawa Tani in Kertasari Village possess strong potential in fresh agricultural commodities such as cucumbers, eggplants, and long beans. However, limited market reach, the absence of brand identity, and conventional transaction systems have constrained their competitiveness. This community service program aims to enhance MSME competitiveness through rebranding optimization and digital marketing using a participatory-educative approach, including observation, design, and implementation assistance. Program activities include logo design, social media account development, website creation integrated with WhatsApp Business, creative content production, and QRIS implementation for cashless transactions. The results show a stronger professional image, increased business credibility through a digital presence, and more efficient transactions. These efforts also contribute to the Sustainable Development Goals (SDGs), particularly by promoting MSME productivity and economic growth (SDG 8), fostering innovation and digital technology use (SDG 9), and strengthening efficient, responsible local product distribution (SDG 12). Therefore, this program supports MSME sustainability and competitiveness in the digital era.
Co-Authors Neng Hali Resti Hakim Paojan MS Paojan MS Rizqi Juandi