<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play an important role in local economic development but often face limitations in branding and digital marketing. This Community Service (PkM) activity aimed to assist bamboo handicraft MSME actors in Laweyan Village, Probolinggo, in the rebranding process through the use of social media. The method applied was Participatory Action Research (PAR), consisting of preparation, implementation, evaluation, and joint reflection stages. The activity involved 14 participants who are members of the “Bambu Manis” MSME group. The assistance included training in branding strategies, logo creation, product photography techniques, promotional narrative writing, and consistent management of social media accounts. The results showed a significant improvement in participants’ skills, both in managing digital content and in building a strong brand identity. Several entrepreneurs began actively marketing their products through Instagram and Facebook, receiving positive responses from potential consumers. In addition, an online community was formed to ensure the continuity of the mentoring process. Thus, this program has proven effective in enhancing the branding capacity of MSMEs based on local wisdom, expanding market reach, and strengthening the position of Laweyan’s bamboo handicraft MSMEs in facing competition in the creative economy.]]>
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