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All Journal Biospecies Sainmatika: Jurnal Sains dan Matematika Buletin Kebun Raya Pro-Life Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Belantara Jurnal Biologi Tropis PENDIPA Journal of Science Education Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Jurnal Pembelajaran Biologi : Kajian Biologi dan Pembelajarannya Indigenous Biologi DEVOSI Journal of Rural and Urban Community Empowerment Al Jahiz: Journal of Biology Education Research SENTRI: Jurnal Riset Ilmiah Jurnal Karya Abdi Masyarakat Jurnal Pemberdayaan Masyarakat Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) Jurnal Ilmiah Ilmu-Ilmu Peternakan Riset Informasi Kesehatan Jurnal Pengabdian Masyarakat Pinang Masak Jurnal Pengabdian Masyarakat dan Riset Pendidikan Buletin Dharmas Andalas Jurnal Ilmiah Manuntung: Sains Farmasi dan Kesehatan Berita Biologi
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Optimizing Branding and E-Commerce Strategies to Strengthen Women's Entrepreneurship in the Melayu Jambi Creative Industry Muazza, Muazza; Mayasari, Mayasari; Asra, Revis; Putra, Iwan; Simaremare, Tohap Pandapotan
Jurnal Pemberdayaan Masyarakat Vol 5, No 1 (2026)
Publisher : Yayasan Keluarga Guru Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46843/jpm.v5i1.606

Abstract

Women entrepreneurs within the creative sector of the Melayu Jambi community possess substantial potential to boost the local economy through culturally inspired products. Nonetheless, initial field observations and foundational data reveal that 68% of these business owners lack a distinct brand identity, 72% experience restricted access to digital marketing channels, and merely 35% engage actively with e-commerce platforms, leading to diminished market presence and diluted product competitiveness. A gap analysis based on these initial insights and a review of earlier studies shows that most empowerment programs concentrate on general entrepreneurial skills, while integrated branding and e-commerce support rooted in local cultural principles is scarce. Consequently, this initiative seeks to enhance women entrepreneurs' capabilities through culturally infused branding and e-commerce enhancement. The program used a collaborative approach and was implemented in five phases: needs assessment, social outreach, skill development, guidance, and evaluation. The outcomes indicate remarkable advancement in participants' branding acumen and digital proficiency, with average pre-test and post-test scores rising from 47.7% to 77.9%, bolstered by deliverables such as logos, product packaging designs, digital catalogs, and operational e-commerce accounts. In summary, this initiative promotes women's financial autonomy and contributes a culture-centric digital empowerment framework to studies on community-based creative industries.
Co-Authors -, Maison . Mansyurdin A.A. Ketut Agung Cahyawan W Ade Adriadi Agung Giri Samudra Ahmad Ardius Ahmad Sazali Aini, Fitri Alfernando, Oki Amanda, Ghina Tri Anhar, Vevi Anis Tatik Maryani Anita Rahmadhani Batubara Asni Johari Asniati, Asniati Az-Zahra, Ajeng Aprina Bambang Haryadi Bella Pascila Budiyati Ichwan Damris Muhammad Dawam Suprayogi Defrizal Defrizal Diah Riski Gusti Dila Oktarise Dwina Dyah Kumalasari Edwin Permana Elisa, Edi Eliyanti Eliyanti Eliyanti Ella Hendalia Enggereini, Evita Evita Anggereini Fahmida Manin Faizar Farid Fajriaty, Rana Febrianti, Arikah Fitria, Shahen Maudy Hasnaul Maritsa Helda Helda Hikmah , Nurul Ilham Falani Intan Lestari Jasmine Masyitha Amelia Joko Ridho Witono Juliarna, Alpita Kencanawati, Indah Lestari, A Puji Mardhotillah, Bunga Marina Silalahi Marsanda, Firda Dwi Mayasari Mayasari Mayasari, Mayasari Muazza Muazza Muazza Muhammad Razi A Nafiah, Rofiatun Nasela, Tiara Naswir, Muhammad Nurhayati Nurhayati Oktarise Dwina, Dila Pinta Murni Putra, Iwan Rodhiyah, Zuli S, Sarman Sani K, Fathnur Simaremare, Tohap Pandapotan Siti Solikah Siti Syuhada SUPRIHATIEN, TITIEN Syaiful . Thiara, Thiara Sri Utami TRI PRABOWO Ubaidillah Ubaidillah Uce Lestari Ummi Kalsum Upik Yelianti Virda, Virda Yurniar Wahyuni, Silvia Wicaksana, Ervan J Widyaningsih, Puji Rizky Yulianto, Dwi Cahyo Yusuf, Ashif Irvan Zurweni