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All Journal Amalee: Indonesian Journal of Community Research & Engagement
Elvina Primayesi
Universitas Andalas
Humanities Public Health Social Sciences Other

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Dari Perca Menuju Pasar Digital: Pendampingan Branding dan Pemasaran Digital pada Kelompok Perajin Perempuan Songket Silungkang Revi Marta; Ilham Havifi; Elvina Primayesi
Amalee: Indonesian Journal of Community Research and Engagement Vol. 7 No. 2 (2026): Amalee: Indonesian Journal of Community Research and Engagement
Publisher : LP2M INSURI Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/amalee.v7i2.10866

Abstract

Sigek Art is a group of women artisans in Silungkang Duo Village, Sawahlunto, that transforms songket offcuts into bags, pouches, and accessories. Despite producing approximately 300 items and generating IDR 6 million monthly, the group relies on institutional orders and personal networks, lacks consistent branding, and has no managed business social media account. This community engagement program aimed to strengthen basic branding and digital marketing capabilities. Using two cycles of participatory action research, the program involved 25 participants from July to October 2026 through problem mapping, production and branding training, technology-based practice, and online and field mentoring. Three affordable technologies addressed specific needs: an LED mini photo studio for product photography, a heat press for branding, and Canva Pro for content creation. Evaluation used observation notes, product documentation, and business account records. Outcomes included a written division of production tasks, a songket-inspired brand identity, 20 standardized product photos, 25 content templates, a content calendar, and 10 core members responsible for digital marketing. Labels were applied to 40% of the sampled batch, below the 70% target. The business account was updated approximately 3 times per week during mentoring. Improvements were most evident in product presentation and content routines, while the impact on sales remains inconclusive. The findings indicate that heritage craft branding requires storytelling, visual consistency, shared responsibilities, and sustained community ownership.
Co-Authors Ilham Havifi Revi Marta