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Mahuda, Isnaini
Universitas Bina Bangsa
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Penguatan Branding Batik Khas Kota Cilegon Melalui Pelatihan Digital Marketing Sonda, Atia; Wicaksono, Agung Satrio; Sholihin, Miftahus; Mahuda, Isnaini; Arina, Faula; Rahma, Midia; Alisya, Regina Dwirahma; Ichsan, Andhika Muhamad; Faiz, Syukron
Abdimas Mandalika Vol 5, No 2 (2026): Februari
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/am.v5i2.35422

Abstract

Abstract:  Rinara Batik, a micro, small, and medium enterprise (MSME), is one of the producers of traditional batik from Cilegon City. To date, the business has primarily focused on a business-to-business (B2B) model, serving schools, large corporations, and local government institutions as its main clients. While this approach provides business stability, it also limits market reach and has yet to fully strengthen the identity of Cilegon’s batik among the wider public. Therefore, a more effective branding strategy that leverages the potential of digital marketing is needed.This community service program aims to enhance the capacity of MSMEs to develop a strong and competitive brand identity, while also expanding their market from B2B to business-to-customer (B2C). The program was conducted through several stages, including problem identification through discussions, the preparation and delivery of digital marketing and website development training and evaluation through participat satisfaction surveys. The evaluation result indicate a very high level of satisfaction with an overall average scrore of 4,74. Through this program, Rinara Batik is expected to expand its market reach and strengthen the position of Cilegon’s batik.Abstrak: UMKM Rinara Batik merupakan salah satu pelaku usaha batik khas Kota Cilegon yang selama ini berfokus pada model bisnis business to business (B2B) dengan pelanggan utama sekolah, perusahaan besar, dan pemerintah daerah. Meskipun memberikan stabilitas usaha, pola ini membatasi jangkauan pasar dan belum sepenuhnya memperkuat identitas batik khas Kota Cilegon di kalangan masyarakat luas. Oleh karena itu, diperlukan strategi branding yang lebih efektif dengan memanfaatkan potensi digital marketing. Kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan kapasitas UMKM dalam mengembangkan identitas merek yang kuat, berdaya saing, serta memperluas pasar dari B2B menuju Business to Customer (B2C). Kegiatan pegabdian ini dilakukan melalui tahapan identifikasi masalah melalui diskusi, penyusunan dan penyampaian materi pelatihan digital marketing dan pembuatah website serta evaluasi kegiatan melalui kepuasan peserta untuk mengukur efetivitas pelatihan. Hasil evaluasi kegiatan menunjukkan tingkat kepuasan yang sangat baik dengan rata-rata skor keseluruhan sebesar 4,74. Dengan kegiatan ini, UMKM Rinara Batik diharapkan mampu memperluas jangkauan pasar, meningkatkan penjualan, sekaligus memperkuat posisi batik khas Kota Cilegon.
Co-Authors 04, Meida Fitriani Agusutrisno Agusutrisno, Agusutrisno Ahmad Jamiluddin Fikri Ahmad Mukhlis, Ahmad Ajeng Afifah Muhartini Ajeng Afifah Muhartini Akbar Nugraha Alisya, Regina Dwirahma Anggita Megasari Anton Nasrullah, Anton Arief Rahman Arina, Faula Arta Rusidarma Putra Asep Rahmatullah Asmaraningtyas, Kinanthi Trah Asnawi Asnawi Asshiddieqie, Rafi Ramadhan Atia Sonda Ayang Fristia Maulana Beni Junedi Beni Junedi Bhat , Ishfaq Ahmad Caesarani, Sarah Dedy Khaerudin Delano, M. Fabian Reinhard Desiyani, Risma Eka Dewi Anita Layli Ernawati Ernawati Faiz, Syukron Faqihuddin Faqihuddin Febrianti, Tanti HAMIDAH Harsono, Pram Hidayanti, Nur Hidayat, Amat Himmatul Mursyidah Holilah Ichsan, Andhika Muhamad Jaka Wijaya Kusuma Junedi, Beni Kusuma, Aria Cendana M. Adlan Abizar Meilisa, Ranny Melani Dwi Agustini Miftahul Huda Miftahus Sholihin Mira Marlina Mochamad Novel Muhartini, Ajeng Afifah Nenden Gustika Maulani Nirmalasari, Dinar Nisa’, Khoirotun Nur Aini F Nurhasan Nugroho Nurhayati Oman Sahroni Oman Sharoni Pardomuan Robinson Sihombing Pertiwi, Dinda Dwi Anugrah Purwaningsih, Zenny Puspita Maelani Rahma, Midia Rahmawati, Septi Dwi Ratnasari, Silvia Regita Alfianti Rofiroh Rofiroh Rofiroh, Rofiroh Saeful Hidayat Sari, Putri Dina Septi Dwi Rahmawati SIREGAR, DINA KHAIRUNA Siti Ayu Amalia Solihin Sri Sukmawati Sri Sukmawati Suhamah, Amah Suseno, Bambang Dwi Syarif Abdullah Tanti Febrianti Taufan Talib Tubagus Bakhrul Alam Udiansyah, Naufal Arrafi Ujang Hibar Ulfi Jefri Wahyu Wiguna WICAKSONO, AGUNG SATRIO