cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Mohamad Bastomi
Contact Email
penadimas_feb@unisma.ac.id
Phone
+6285790409720
Journal Mail Official
penadimas_feb@unisma.ac.id
Editorial Address
Jl. Mayjen Haryono No. 193 Malang 65144 Jawa Timur, Indonesia
Location
Kota malang,
Jawa timur
INDONESIA
Pena Dimas: Jurnal Pengabdian Masyarakat
Published by Universitas Islam Malang
ISSN : -     EISSN : 29647789     DOI : http://dx.doi.org/10.33474/penadimas.v1i2.18571
Core Subject : Religion, Economy, Health, Education, Social,
Religion Economics, Econometrics & Finance Education Public Health Social Sciences
Pena Dimas is a scientific multidisciplinary community service journal published by the Faculty of Economics and Business, Islamic University of Malang. Pena Dimas Journal publishes journals twice a year, in April and October. Pena Dimas Journal is a journal that has a main focus on the development of sciences in the field of community service. The purpose of this journal publication is to disseminate conceptual thoughts or ideas that have been achieved in the field of community service and have not been published before.
Arjuna Subject : Umum - Umum
Articles 81 Documents
 5   6   7   8   9 
Optimization of Digital Business Communication for MSMEs: Strategies to Build Brand and Customer Loyalty Lunarindiah, Gatri; Rahayu, Fatik; Sumiyarti, Sumiyarti; Puspitasari, Windhy; Ramadhanti, Mutiara
Pena Dimas: Jurnal Pengabdian Masyarakat Vol 4, No 1 (2025): Pena Dimas: Jurnal Pengabdian Masyarakat
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/penadimas.v4i1.29499

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are foundational to Indonesia's economy, accounting for over 60 percent of the national GDP and employing almost 97 percent of the population. Even with this significance, most MSMEs ignore the digital transformation of their communication, branding, and customer relation strategies to the contemporary digital market. A large proportion still use outdated marketing strategies, and this hinders their ability to attract today's customers. To overcome these problems, the Faculty of Economics and Business, Universitas Trisakti, in collaboration with the Komunitas Sukses Berjamaah Indonesia (KSBI), offered the community service program “Optimizing Digital Business Communication for MSMEs: Strategies to Build Brand and Customer Loyalty.” The purpose of this initiative was to enhance MSME entrepreneurs’ digital competencies by equipping them with practical and actionable tools and techniques to improve their market visibility and competitive position. The program was designed and implemented based on the Participatory Action Research (PAR) approach, which focuses on collaboration and joint effort throughout the stages of needs assessment, socialization, education, practical training, mentoring, and evaluation. Twenty MSME participants from the culinary, fashion, service, and household product sectors actively engaged. The evaluation results revealed positive developments in all areas. Participants’ understanding of digital communication increased from 46 to 87 percent while branding strategy increased from 42 to 84 percent, awareness of customer loyalty from 44 to 86 percent, and digital media skills from 48 to 88 percent. In addition to positive perceptions, participants also showed more self-assurance in social media utilization, developed more coherent digital content, and formed cohesive groups around marketing and experience sharing. This reflects a fundamental positive change in perception around digital communication as a vital, integrated, and sustainable component of modern business rather than an ancillary promotional activity. Overall, the program showed the positive results of experience-based and participatory learning in closing the digital literacy gap, alongside empowering MSMEs with the fundamental strategic orientation to confidently participate in Indonesia’s digital economy.

Page 9 of 9 | Total Record : 81

 5   6   7   8   9 

Filter by Year

2022 2025


Reset
Filter By Issues
All Issue Vol 4, No 1 (2025): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 3, No 2 (2025): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 3, No 1 (2024): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 2, No 2 (2024): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 2, No 1 (2023): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 1, No 2 (2023): Pena Dimas: Jurnal Pengabdian Masyarakat Vol 1, No 1 (2022): Pena Dimas: Jurnal Pengabdian Masyarakat