Pengembangan Strategi Pemasaran Digital dan Branding pada UMKM Aitri Kue

Waladdin Panggabean (Program Studi Sastra Inggris, Fakultas Pendidikan Keguruan dan Budaya, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Nazwa Maulidya Putri (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Daniel Obed Kurniawan (Program Studi Teknik Mesin, Fakultas Teknik, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Asifa Raditya (Program Studi Sastra Inggris, Fakultas Pendidikan Keguruan dan Budaya, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
David Simamora (Program Studi Teknik Mesin, Fakultas Teknik, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Ratu Prima Rahmadhani (Program Studi Keselamatan dan Kesehatan Kerja, Fakultas Vokasi, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Violita Nova Hadistia (Program Studi Ilmu Hukum, Fakultas Hukum, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Muhammad Iqbal Rahardian (Program Studi Teknik Mesin, Fakultas Teknik, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Angelica Dan Made (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Vanessa Ria Balqis (Program Studi Sastra Inggris, Fakultas Pendidikan Keguruan dan Budaya, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)
Chlara Chlaudia Anelka (Program Studi Keselamatan dan Kesehatan Kerja, Fakultas Vokasi, Universitas Balikpapan, Jalan Pupuk Raya, Balikpapan, Kalimantan Timur 76114, Indonesia)

Nuras : Jurnal Pengabdian Kepada Masyarakat
Vol. 6 No. 2 (2026): April

This community service program aims to strengthen the digital marketing and branding strategies of the Aitri Kue MSME in Margo Mulyo Village, Balikpapan. Despite operating since 2010 and establishing partnerships with companies and hospitals, the management of promotions and visual identity remains suboptimal. The method used was descriptive qualitative, encompassing observation, interviews, planning, implementation, monitoring, and evaluation. The program focused on updating the visual identity, developing promotional media, installing standing banners, and creating digital content on social media. The results showed significant improvements in brand consistency, business visibility, and promotional effectiveness. Furthermore, the mentoring program successfully enhanced business owners' understanding of more systematic marketing practices. Overall, the integration of digital marketing and visual branding has been proven to strengthen professionalism and support the sustainability of MSMEs in the digital era.