PELATIHAN BRANDING PRODUK DAN DIGITALISASI MARKETING PADA UMKM DESA PERANCAK, JEMBRANA - BALI - I Gusti Agung Sasih Gayatri; I Made Ignityas Prima Astuti; Komang Sudarsana; Ni Luh Ketut Dewi Aryasari; Donna Meilia Indirawati; Helena Ni Gusti Ayu Putu Pusparini (Universitas Muhammadiyah Mataram, 2022)
ABSTRAKDigitalisasiz marketingz sertaz brandingz produkz padaz setiapz kegiatanz yangz dilakukanz oleh UMKMz merupakanz halz yangz sangatz penting.z Pengalamanz ketikaz masaz pandemiz dapat dijadikanz tolakz ukurz dimanaz terjadiz peningkatanz kebutuhanz danz pemanfaatanz platformz e-learning, e-commerce,z literasiz digital,z permintaanz delivery,z danz kebutuhanz alat kesehatan/kebersihanz yangz dilakukanz secaraz daring.z Halz serupaz jugaz terjadiz padaz para pelakuz UMKMz diz Desaz Perancakz Kecamatanz Jembranaz Kabupatenz Jembrana.z Namun sayangnyaz terdapatz masalahz dimanaz sebagianz besarz dariz merekaz belumz memahami bagaimanaz caraz memasarkanz produknyaz secaraz online.z Sehinggaz tujuanz kegiatan pengabdianz kepadaz masyarakatz iniz adalahz memberikanz pengetahuan,z pemahamanz dan pelatihanz tentangz brandingz produkz danz digitalz marketingz bagiz pelakuz UMKMz diz Desa Perancakz Kecamatanz Jembranaz Kabupatenz Jembrana.z Metodez pelaksanaanz kegiatanz ini adalahz denganz memberikanz ceramahz penyuluhanz danz pelatihanz dimulaiz dariz pembuatan akunz mediaz sosialz e-commerce.z Denganz demikianz diharapkanz dapatz membantu meningkatkanz pemahaman,z pengetahuanz danz keterampilanz diz bidangz brandingz produkz dan digitalz marketing.z Hasilz kegiatanz pengabdianz kepadaz masyarakatz iniz adalahz paraz pelaku UMKMz mampuz menciptakanz merekz yangz sekiranyaz munculz dariz benakz merekaz sesuai produkz yangz dihasilkanz tanpaz melepaskanz kez ciriz khas-anz akanz wilayahz dimanaz mereka berasal.z Pesertaz UMKMz mampuz mengiterpretasikanz sebuahz namaz dalamz maknaz yang terwujudz dalamz produkz yangz disajikan. Kata kunci: branding produk; digitalisasi marketing; UMKM. ABSTRACTDigitalization of marketing and product branding in every activity carried out by MSMEs is very important. Experience during the pandemic can be used as a benchmark where there is an increase in the need for and utilization of e-learning platforms, e-commerce, digital literacy, delivery requests, and the need for medical/cleaning devices which are carried out online. The same thing happened to MSME actors in Perancak Village, Jembrana District, Jembrana Regency. But unfortunately there is a problem where most of them don't understand how to market their products online. So that the purpose of this community service activity is to provide knowledge, understanding and training on product branding and digital marketing for MSMEs in Perancak Village, Jembrana District, Jembrana Regency. The method of carrying out this activity is to provide counseling and training lectures starting from creating an e-commerce social media account. It is hoped that this will help improve understanding, knowledge and skills in the field of product branding and digital marketing. The result of this community service activity is that MSME actors are able to create brands that appear in their minds according to the products produced without giving up the characteristics of the region where they come from. MSME participants are able to interpret a name in the meaning embodied in the product presented. Keywords: product branding; marketing digitalization; MSMEs.