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All Journal Kenduri: Jurnal Pengabdian Dan Pemberdayaan Masyarakat
Dennaya Cintya Danastri
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Humanities Environmental Science Social Sciences

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Pemberdayaan UMKM Batik Gama Wening melalui Pengembangan Identitas Merek Berbasis Kearifan Lokal dan Media Pemasaran Digital Berbasis Storytelling Joko Samodra; Bunga Fefiana Mustikasari; Nuril Kusuma Wardani; Dennaya Cintya Danastri; Muhammad Aris Ichwanto; Salsabila Thifal Nabil Haq; Olyvia Nurrizma Windyaningrum; Grace Gabriela Maneking; Daeco Andrian; Bayu Pangestu
KENDURI : Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol. 6 No. 3 (2026): September-December
Publisher : Yayasan Darussalam Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62159/kenduri.v6i3.3202

Abstract

Batik Gama Wening, a micro, small, and medium enterprise (MSME) located in Pait Village, Kasembon District, Malang Regency, lacks an adequate brand identity and effective digital marketing management. This community service program aimed to develop a brand identity rooted in local wisdom and enhance the partner's capacity to create storytelling-based digital marketing content to support market expansion. The program involved needs assessment, collaborative brand identity development through a co-creation approach, training in storytelling-based digital marketing content development, outcome-based evaluation, and sustainability enhancement. The program outputs included a logo and corporate color scheme reflecting local characteristics, brand identity applications across supporting media, packaging design, a one-month content calendar, and 12 Instagram content packages. The partner also demonstrated the ability to explain the meaning of the brand identity, plan content themes, develop content using Gemini AI, and prepare materials for publication. Periodic monitoring is necessary to assess the consistency of implementation, the partner's management capacity, and the program's contribution to market expansion and sales transactions.
Co-Authors Bayu Pangestu Bunga Fefiana Mustikasari Daeco Andrian Grace Gabriela Maneking Muhammad Aris Ichwanto Nuril Kusuma Wardani Olyvia Nurrizma Windyaningrum Salsabila Thifal Nabil Haq Samodra, Joko