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All Journal Jurnal Civics: Media Kajian Kewarganegaraan Satya Widya Jurnal Moral Kemasyarakatan Jurnal Basicedu Jurnal Pendidikan Kewarganegaraan KIDDO: Jurnal pendidikan Islam Anak Usia Dini Jurnal Basicedu Edu Sosial : Jurnal Pendidikan Ilmu Pengetahuan Sosial Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Jurnal Pemberdayaan Masyarakat Civic Education Perspective Journal JUPEMA Bhineka Tunggal Ika: Kajian Teori dan Praktik Pendidikan PKn
Simaremare, Tohap Pandapotan
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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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; Revis Asra; Iwan Putra; Tohap Pandapotan Simaremare
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 Amanda, Rizki Surya Andiopenta Purba Anggrawan Janur Putra As Shalikhah, Sinta Wahidha Aswan, Dara Mutiara Aulia, Nurul Quraini Boy Indrayana Dahliya, Iis Deni Saputra Akbar Felisa Mutia Zahra Firman Firman Friska Septiardilla Gustiani, Eva Harianja, Sri Indriani Heri Usmanto Heri Usmanto Ilmi, Muhammad Madanil Indryani, Indryani Irham Irham Junita Yosephine Sinurat Kolo, Adriana Kumala, Reziska Maya Mayasari Mayasari Muazza Muazza Muhamad Salam Muhammad Rohimin Musdalifah Musdalifah Norawati, Rosinta Nst, Indra Budiman Putra, Iwan Eka Revis Asra Salam, M. Salam, Muhammad Salsa Augustila Sariani, Dona Setiyadi, Bradley Sihotang, Rina Oktaviana Simamora, Lestari Wulandari Simatupang, Gugun Manosor Sipahutar, Bernard Siti Tiara Maulia Sri Indriani Harianja Taufika, Ryan Teguh Widodo Usmanto, Heri Usmanto Uswatul Hasni Wahyu Nur Sofyan Yani, Dwi Fitri Yantoro, Yantoro Yulias, Putri Oktaviani