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Yati Yati, Yati
Fakultas Ekonomi Jurusan Manajemen, UBiNus, Jakarta
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Journal : Jurnal Pengabdian UNDIKMA

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Branding and Digital Marketing Innovation for Siwang MSMEs Empowerment in Indramayu West Java Jaya, Fitra; Yati, Yati; Sucipto, Sucipto; Siswanto, Romi; Kadarisman, Kadarisman; Gayatria Oktalina; Widayanti, Agnisa
Jurnal Pengabdian UNDIKMA Vol. 6 No. 3 (2025): August
Publisher : LPPM Universitas Pendidikan Mandalika (UNDIKMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jpu.v6i3.16760

Abstract

This community service aims to enhance the branding capacity and digital marketing competencies of “Siwang”, a traditional shrimp-paste-based MSME in Gantar Subdistrict, Indramayu Regency. The intervention employed a participatory approach, encompassing needs assessment, digital literacy training, content creation workshops, and mentorship in utilising social media and online marketplaces. Evaluation was conducted through questionnaires and participatory observation. Quantitative data were analysed using descriptive statistics to determine partner satisfaction and competency improvements, while qualitative insights were interpreted thematically to capture behavioural changes and contextual relevance. The results indicate a substantial improvement in branding awareness, social media management skills, and production efficiency, supported by the introduction of appropriate digital and production tools. Key evaluation indicators demonstrated achievement rates above 85%, with overall partner satisfaction exceeding 90%. This program not only strengthened the business competitiveness of the MSME but also laid a foundation for sustainable digital transformation rooted in local cultural values. The model is recommended for replication among similar rural enterprises with high artistic and economic potential.
Co-Authors Abdul Wahid Nuruddin Andy Margono, Andy Anwar Abidin, Achmad Baiq Yuliana Rizkiwati Dhini Anggraini, Susanti Fitra Jaya Fitra Jaya Fitria, Yanti Gayatria Oktalina Gunawan Gunawan Haryadi - Hutabarat, Zuhri Saputra Jaya, Fitria Jonner Simarmata Juniarta, Isnayanti Firdaus Kadarisman Kadarisman Khosmas, Khosmas Listini Listini, Listini Miza, Zikra Wahyuni Mudjiran muhammad rapii, muhammad Mulyadi, Yohanes Berkhmas Munir, Sjaiful Nia Nurfitria Nisa A’rafiyah Tri Wulandari Nuraini Asriati Pratiwi, Heni Purba, Neni Marlina BR Riady, Yasir Romi Siswanto Safitri, Weniza Sembiring, Benar Siswanto, Romi Siti Utami Dewi Ningrum Sucipto Sucipto Sumiyati, Sri Sumiyati Supriatini Supriatini, Supriatini Suryadiputra Liawatimena Tirahmah, Tirahmah Wedyawati, Nelly Widayanti, Agnisa Yunan Surono, Yunan Zubaidah R, Zubaidah