Digitalisasi Pemasaran dan Optimalisasi Branding melalui Media Sosial untuk Meningkatkan Daya Saing UMKM Bebek Pinggir Sawah di Kawasan Wisata Betapus

Umi Fitria (Institut Keguruan dan Ilmu Pendidikan PGRI Kaltim)
Siti Akmalia (Institut Keguruan dan Ilmu Pendidikan PGRI Kaltim)
Seto Indarto (Institut Keguruan dan Ilmu Pendidikan PGRI Kaltim)
Muhammad Maulana Iskhak (Institut Keguruan dan Ilmu Pendidikan PGRI Kaltim)
Fristi Novianti (Institut Keguruan dan Ilmu Pendidikan PGRI Kaltim)

Bhumiputra: Jurnal Penelitian dan Pengabdian Masyarakat Global
Vol. 3 No. 3 (2026): September

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in Indonesia's economy by creating employment opportunities, increasing household income, and strengthening regional economic resilience. However, many culinary MSMEs still experience limited digital marketing capabilities, weak brand identity, and inadequate promotional content development. These challenges are also experienced by Bebek Pinggir Sawah MSME located in the Betapus Tourism Area, Samarinda City. This community service program aims to improve MSME competitiveness through digital marketing and social media branding optimization. The program applies a participatory approach consisting of needs assessment, digital marketing training, visual identity development, digital content creation, social media management assistance, and monitoring and evaluation. The expected outputs include improved digital marketing competencies, stronger business branding, digital promotional content, and enhanced capability to utilize social media for business promotion. The program is expected to strengthen MSME competitiveness by expanding promotional reach, improving business branding, and enhancing digital capacity to support sustainable business development in local tourism areas.