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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) EkoBis ( Ekonomi & Bisnis ) Journal of Business & Banking Jurnal Master Pariwisata (JUMPA) Neo-Bis Jurnal Manajemen Teori dan Terapan Journal of Management and Business Review SINERGI: Jurnal Ilmiah Ilmu Manajemen International Research Journal of Business Studies (E-Journal) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Petra International journal of Business Studies (IJBS) Ecopreneur.12 Patrawidya: Seri Penerbitan Penelitian Sejarah dan Budaya Jurnal Entrepreneur dan Entrepreneurship (JEE) Business and Finance Journal Accounting and Management Journal Community Development Journal Dialektika: Jurnal Ekonomi dan Ilmu Sosial Jurnal Ilmiah Manajemen Kesatuan Community Development Journal: Jurnal Pengabdian Masyarakat Oeconomicus Journal of Economics Indonesian Journal of Cultural and Community Development Indonesia Berdaya Advances in Global Economics and Business Journal Jurnal ABDIMAS STMIK DHARMAPALA Jurnal Kedaymas International Journal of Education, Social Studies, And Management (IJESSM) Abimanyu: Journal of Community Engagement Pattimura International Journal of Mathematics (PIJMath) Semanggi: Jurnal Pengabdian kepada Masyarakat Inspirasi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Prosiding Seminar Nasional Pengabdian Kepada Masyarakat PROCURATIO: Jurnal Manajemen dan Bisnis Journal of Halal Research, Policy, and Industry JCSE: Journal of Community Service and Empowerment International Research Journal of Business Studies Jurnal Ilmiah Pariwisata JoET Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Mohamad Yusak Anshori
Universitas Nahdlatul Ulama Surabaya
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Strengthening MSME Capacity Through Entrepreneurship, Marketing, Branding, and Digital Marketing Training in Kragan Village, Sidoarjo, Indonesia: Penguatan Kapasitas UMKM melalui Pelatihan Kewirausahaan, Pemasaran, Branding, dan Pemasaran Digital di Desa Kragan, Sidoarjo, Indonesia Denis Fidita Karya; Rachma Rizqina Mardhotillah; Mohamad Yusak Anshori; Yeni Fitria Nurahman
Indonesia Berdaya Vol. 7 No. 4 (2026)
Publisher : UKInstitute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/ib.20261624

Abstract

This community engagement program aimed to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in Kragan Village, Sidoarjo, through entrepreneurship, marketing and branding, and digital marketing training. The program employed a community needs assessment and participatory approach, beginning with brief interviews and direct observation to identify the main challenges faced by local MSME actors. Based on the identified needs, an interactive socialization and training program was conducted involving 15 MSME participants. Program outcomes were evaluated using pre-test and post-test assessments covering three main aspects: entrepreneurship, marketing and branding, and digital marketing. The results demonstrated positive improvements across all three aspects. The entrepreneurship score increased from 53.3% to 83.3%, marketing and branding increased from 50.0% to 83.3%, while digital marketing showed the largest improvement, increasing from 43.3% to 83.3%. These findings indicate a positive short-term improvement in participants' knowledge and understanding following the intervention, particularly in digital marketing. Overall, the program demonstrates that a needs-based and participatory training approach can contribute to strengthening MSME capabilities and encouraging more systematic, market-oriented, and digitally supported business practices. Continued mentoring and follow-up evaluation are recommended to support the implementation of acquired knowledge into sustainable business practices and improved MSME performance. Abstrak. Program pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas usaha mikro, kecil, dan menengah (UMKM) di Desa Kragan, Sidoarjo, melalui pelatihan kewirausahaan, pemasaran dan branding, serta pemasaran digital. Program ini menggunakan pendekatan asesmen kebutuhan masyarakat dan partisipatif, yang diawali dengan wawancara singkat dan observasi langsung untuk mengidentifikasi tantangan utama yang dihadapi oleh para pelaku UMKM setempat. Berdasarkan kebutuhan yang teridentifikasi, dilaksanakan kegiatan sosialisasi dan pelatihan interaktif yang melibatkan 15 peserta pelaku UMKM. Hasil program dievaluasi menggunakan asesmen pre-test dan post-test yang mencakup tiga aspek utama, yaitu kewirausahaan, pemasaran dan branding, serta pemasaran digital. Hasil menunjukkan adanya peningkatan positif pada ketiga aspek tersebut. Skor kewirausahaan meningkat dari 53,3% menjadi 83,3%, pemasaran dan branding meningkat dari 50,0% menjadi 83,3%, sedangkan pemasaran digital menunjukkan peningkatan terbesar, yaitu dari 43,3% menjadi 83,3%. Temuan ini menunjukkan adanya peningkatan jangka pendek yang positif dalam pengetahuan dan pemahaman peserta setelah intervensi, terutama pada aspek pemasaran digital. Secara keseluruhan, program ini menunjukkan bahwa pendekatan pelatihan berbasis kebutuhan dan partisipatif dapat berkontribusi dalam memperkuat kapasitas UMKM serta mendorong penerapan praktik usaha yang lebih sistematis, berorientasi pasar, dan didukung oleh teknologi digital. Pendampingan berkelanjutan dan evaluasi tindak lanjut direkomendasikan untuk mendukung penerapan pengetahuan yang telah diperoleh ke dalam praktik usaha yang berkelanjutan serta meningkatkan kinerja UMKM.
Co-Authors Adinugroho, Mochtar Afib Rulyansah Ahmad Syafiq Mughni Akhmad ‘Izzul ‘Arobi Aldo Fodyansa Alfian, Nurkholis Amri Rasyid, Reizano Ana Toni Roby Candra Yudha Andasari, Alfina Arifin, Ravica Ulya Azmil Chusnaini Azrida Ayu Rahmania Bahari, Annisa Indira Larashati Bambang Syairudin, Bambang Berlian, Bruce Dame Dhea Berto Mulia Wibawa Candraningrat, Candraningrat David Ardiansyah Dennis V. Madrigal Denpharanto Agung Krisprimandoyo Dieky Adzkiya Dinita Rahmalia, Dinita Dwi Novitasari Dzul Arsyilana Fadia Jasmine Has Shiela Fajar Annas Susanto Fasila, Ira Favian Aditya Pradana Firdeana Fitrotul Ula Fodyansa, Aldo Garry Brumadyadisty Ghofur, Moh. Abdul Hein Ko Ko Htet Heni Agustina Herwindo, Raden Denny Hidayati, Rizka Maulidta I Dewa Gde Satrya Widyaduta Ima Kurniastuti Indrianawati Usman Ira Fasila Ismanto Hadi Santoso Ismanto Hadi Susanto Istiqfari, Shintya Vira Isye Fadiata Isqi Jamilah Ahmad Jannah, Sifa Imroatun Jauharotur Rihlah Jessica Inggita Karya, Denis Fidita Khusnah, Hidayatul Leni Yuliana Mardhotillah, Rachma Rizqina Mardiyah Anugraini Mardiyah Anugraini Mardiyah Anugraini, Mardiyah Meda Sulistyaningtyas, Febronia Melissa Tanuwijaya Michelle Vebby Tanzil Salim Mira Nirmala Gita Moch. Sahri Moh. Abdul Ghofur Moh. Qo'is Fathur Rohman Mohamad Rijal Iskandar Zhulqurnain Mohammad Andri Dwi Aprianto Monica Maria Muhammad Rafli Nadita Mutiara Putri Niken Fatikhasari Nuzulul Fatimah Purnamawati . Puspandam Katias Putri Yuliana Virniasai Putri, Diana Suryami Rachma Rizqina Rachma Rizqina Mardhotillah Raden Denny Herwindo Reny Nadlifatin Riyan Sisiawan Putra Rizaldi Al Farisi Rizki Amalia Elfita Rooswanti Putri Adi Agustini Sari, Dewi Wulan Sari, Dewi Wulan Shintya Vira Istiqfari Sholikhah, Inayatus Siska Armawati Sufa Sukoco, Anton Sukoco, Anton Teay Shawyun Teguh Herlambang Tri Deviasari Wulan Udisubakti Ciptomulyono Udisubakti Ciptomulyono Ula, Fitrotul Umi Salamah Vanessa Ellena Lodan Verriana, Rusdyana Intan Verriana, Rusdyana Intan Viviane Langner Wahyuni, Khairi Wijayanti, Destin Rafika Wulansari, Yuli Yanti Yeni Fitria Nurahman Yudianto, Firman Zhulqurnain, Mohamad Rijal Iskandar Zulaikha, Ellya