PEMBERDAYAAN UMKM MEDOKAN AYU MELALUI INOVASI DIGITALISASI GUNA MEMPERKUAT IDENTITAS USAHA

Syahwaliza Chani'atul Chabibbah
Auditya Desvananda Putra Purwanto
Lili Sulafasyah
Roziana Febrianita

ABIDUMASY : Jurnal Pengabdian kepada Masyarakat
Vol 7 No 2 (2026): ABIDUMASY : JURNAL PENGABDIAN KEPADA MASYARAKAT

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia’s economic development. However, many business actors still face challenges in utilizing digital technology to strengthen thei business identity. This community service program aimed to enchance digital literacy and branding capabilities among MSMEs actors in Medokan Ayu Village, SUrabaya. Conducted by Group 77 of the KKN SDGs Program from UPN “Veteran” Jawa Timur, the program consisted of three main stages: education, training, and mentoring. The materials provides included social media branding strategies the introduction of brand achetype concepts, and content creation using digital design tools. The result show a notable improvement in partisipants understanding of business identity and their ability to implement digital branding techniques in thei business operations. This initiative demonstrates that an educationalapproach based on digital innovation can be an effective strategy for supporting the transformation of micro-operations. This initiative demonstrates that an educational approach based on digital innovation can be an effective strategy for supporting the transformation of micro-enterprises toward a more adaptive and competitive business ecosystem in the digital era.