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Andi Muhammad Rifky Ramdhani
Institut Teknologi dan Bisnis Nobel Indonesia, Makassar, Indonesia
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Strengthening Rural MSME Digital Marketing and Branding Capabilities through a Low-Cost Local-Resource-Based Program Fitriani Latief; Ahmad Firman; Hardianty Askar; Muh Fahmi Achmad; Reila Anggun Julianti; Andi Muhammad Rifky Ramdhani
Advances in Community Services Research Vol. 5 No. 1 (2027)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/acsr.v5i1.1217

Abstract

Purpose— This community service program addressed limited product identity, digital promotion, and marketing-content capabilities among rural micro, small, and medium enterprises (MSMEs) in Lerang Village, Indonesia. It aimed to strengthen participants' digital marketing and branding capabilities through a low-cost model based on local resources. Implementation Method— The program involved 25 active MSME owners in Lerang Village and combined needs assessment, digital marketing and branding training, practical workshops, mentoring, and descriptive pre-test/post-test evaluation using a four-point questionnaire covering five competency indicators. Results and Discussion— Post-program scores were higher across all five competency indicators, with the strongest relative change in digital content creation. Branding, digital marketing knowledge, local-resource-based promotion, and social-media marketing capability also improved. The pattern is consistent with the hands-on design and use of accessible digital tools. Implications— The integrated low-cost approach can support practical MSME capability development using familiar tools and locally available resources. Continued mentoring and longer-term follow-up are needed before drawing conclusions about sustained market reach, customer growth, or business performance.
Co-Authors Ahmad Firman Hardianty Askar Latief, Fitriani Muh Fahmi Achmad Reila Anggun Julianti