Penguatan Branding dan Promosi Digital untuk Meningkatkan Daya Saing UMKM di Desa Kragan, Sidoarjo: Strengthening Branding and Digital Promotion to Enhance the Competitiveness of MSMEs in Kragan Village, Sidoarjo - Mukhtar Adinugroho; Firman Yudianto; Niken Savitri Primasari; Nuzulul Fatimah; Teguh Herlambang; Niquita Febiana Putri; M. Safir Mahirul As'ad Effensi; Frischa Amelia Firsanda; Ahmad Aditya Rizki Rafa (UKInstitute, 2026)
UMKM memiliki peran penting dalam pembangunan ekonomi masyarakat, khususnya dalam menciptakan peluang usaha dan meningkatkan kesejahteraan lokal. Namun, sebagian besar UMKM masih menghadapi tantangan dalam membangun identitas merek, mengembangkan strategi pemasaran, dan memanfaatkan teknologi digital. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat branding dan promosi digital UMKM di Desa Kragan, Kecamatan Gedangan, Kabupaten Sidoarjo. Metode kegiatan menggunakan pendekatan partisipatif yang melibatkan mitra secara aktif melalui tahapan identifikasi kebutuhan, sosialisasi, pelatihan, praktik penerapan teknologi, pendampingan, dan evaluasi. Program difokuskan pada peningkatan kemampuan pelaku UMKM dalam membangun brand identity, membuat desain kemasan, menghasilkan konten promosi digital, serta memanfaatkan media sosial dan marketplace. Hasil kegiatan menunjukkan peningkatan pemahaman mitra mengenai pentingnya branding, peningkatan kemampuan membuat konten promosi, serta meningkatnya kesiapan UMKM dalam melakukan pemasaran berbasis digital. Program ini memberikan kontribusi terhadap penguatan ekonomi lokal melalui transformasi digital UMKM yang berkelanjutan. Abstract: Micro, Small, and Medium Enterprises (MSMEs) play a vital role in promoting economic development, particularly by creating employment opportunities and improving local community welfare. However, many MSMEs continue to face challenges in establishing strong brand identities, developing effective marketing strategies, and utilizing digital technologies. This community service program aimed to strengthen the branding and digital promotion capabilities of MSMEs in Kragan Village, Gedangan District, Sidoarjo Regency. The program employed a participatory approach that actively engaged community partners through several stages, including needs assessment, socialization, training, technology implementation, mentoring, and evaluation. The activities focused on enhancing MSME owners' capabilities in developing brand identity, designing product packaging, creating digital promotional content, and utilizing social media and online marketplaces as marketing platforms. The results demonstrated a significant improvement in participants’ understanding of the importance of branding, enhanced skills in producing promotional content, and greater readiness to implement digital marketing strategies. Overall, the program contributed to strengthening the local economy by supporting the sustainable digital transformation of MSMEs.