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All Journal Wikrama Parahita : Jurnal Pengabdian Masyarakat JURNAL HERITAGE Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat Jurnal Ilmiah Pengabdian dan Inovasi Jurnal Kesehatan Cendikia Jenius GreenTech PATRIOTIK: Jurnal Inovasi dan Pemberdayaan Masyarakat
Rahayu, Lisa
Universitas Andalas
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Empowering Rural Culinary MSMEs Through Digital Literacy And Branding Strategies Yurniwati Yurniwati; Luciana Luthan; Vima Tista Putriana; Lisa Rahayu; Ghaitsa Nashwa; Ersya Syahira; Andes Setia; Fikra Riberta
Wikrama Parahita : Jurnal Pengabdian Masyarakat Vol. 10 No. 1 (2026): May 2026
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/jpmwp.v10i1.11636

Abstract

This community service aimed to help rural culinary MSMEs strengthen their ability to use digital marketing for wider market reach and consistent branding. The program applied a participatory approach through digital literacy training, logo creation, and the use of social media and marketplace platforms. The main beneficiary was Resty Catering & Cake, located in Pesisir Selatan, Indonesia. Activities included on-site training, mentoring, and follow-up monitoring. The results were observed qualitatively and through performance indicators, such as activating two marketplace accounts, publishing promotional content, and initiating online transactions. Within two weeks, the partner recorded five online sales and recruited ten resellers, demonstrating better digital engagement and market access. The results show that digital literacy, combined with technology-based empowerment, has become the primary driver of rural business. The mentoring model introduced here combines branding and digital marketing, offering a practical approach that can be replicated for similar MSMEs to support inclusive economic growth.
Co-Authors Abdul Razak Aldri Frinaldi Alfi Asben Andes Setia Annisa Putri Azrifirwan, Azrifirwan Deivy Andhika Permata Derosya, Vioni Dini Novita Sari Elsa Yuniarti Eni Kamal Eri Barlian Ersya Syahira Fikra Riberta Fitriani Kasim Ghaitsa Nashwa Handayuni, Linda Hendra Saputra Kiki Yulianto Kurnia Harlina Dewi Kurnia Harlina Dewi Luciana Luthan Luluatu Nayiroh Luthan, Luciana Morita, Rina Neswati Neswati Pebrianto, Saddam Pinem, Nadia Utami Rahmi, Ira Desri Rembrandt Rina Yenrina Risa Meutia Fiana Rozalia, Rozalia Sahadi Didi Ismanto Santosa Santosa Tista, Vima Vima Tista Putriana Weni A. Arindawati Widya Prarikeslan Yanti Yurniwati Yurniwati Yurniwati Yurniwati