Pendampingan digital branding bagi UMKM melalui program magang mahasiswa di Dinas Perdagangan Provinsi NTB
DOI:
https://doi.org/10.53088/penamas.v5i2.1915Keywords:
Digital Branding, MSMEs, Internship ProgramAbstract
This community service program aimed to enhance the digital branding capacity of MSMEs through a student internship program in collaboration with the Department of Trade of West Nusa Tenggara Province. Two partner MSMEs, Goyang Lidah and Waroh, were assisted in developing visual content (product photos and promotional videos) and optimizing their social media presence. The method consisted of initial observation, practical training, direct mentoring, and evaluation. Results showed a significant improvement in online promotional activities: Waroh’s engagement rate increased from 1.39% to 2.47%, and sales rose by 12%. Goyang Lidah saw an increase in engagement from 0.10% to 0.16%, accompanied by a 4% rise in sales. The program also strengthened participants’ digital marketing skills by applying theoretical knowledge in real-world contexts. This collaboration between higher education institutions, MSMEs, and local government proved effective in promoting grassroots digital transformation. It is recommended that future programs expand to involve more MSMEs and incorporate a broader range of digital marketing strategies.
References
Aceh, D. A., Lubis, N. W., Priyandi, R., Ginting, E. D. J., Ompusunggu, V. M., Hasibuan, S. A. M., & Musyawarah, Y. (2023). Pelatihan Dan Pendampingan Pemasaran Umkm Berbasis Digital Desa Bakaran Batu Kecamatan Lubuk Pakam Kabupaten Deli Serdang. Jurnal Nusantara Berbakti, 1(1), 65–73. https://doi.org/10.59024/jnb.v1i1.59
Hannan, S., Piramita, S., & Purba, J. H. V. (2023). A digital marketing strategy using social media marketing to increase consumer purchase decisions mediated by brand perception. Jurnal Aplikasi Manajemen, 21(3), 818–829. https://doi.org/10.21776/ub.jam.2023.021.03.18
Heriyanto, H. (2018). Thematic analysis sebagai metode menganalisa data untuk penelitian kualitatif. Anuva: Jurnal Kajian Budaya, Perpustakaan, Dan Informasi, 2(3), 317–324. https://doi.org/10.14710/anuva.2.3.317-324
Indrayani, H., Satriya, C. Y., Basori, M. H., Muljono, M., Tesalonika, D. A. P., Saputra, A. G. B., & Dewi, U. F. (2023). Pelatihan Digital Branding dalam Mempromosikan UMKM di Karimunjawa. Dedikasi PKM, 4(3), 496–504. https://doi.org/10.32493/dedikasipkm.v4i3.33280
Kotler, P., & Keller, K. (2016). Marketing Management (15th Edition). Pearson Education.
Moridu, I., Hadiyati, R., Mulya, K. S., Liwang, A. W. D., & Posumah, N. H. (2023). Training on Digital Product Branding for MSMEs. SAFARI: Jurnal Pengabdian Masyarakat Indonesia, 3(3), 196–206. https://doi.org/10.56910/safari.v3i3.852
Nizarisda, T. L., Zubair, F., & Ramdan, A. T. M. (2023). Upaya Peningkatan Engagement Media Sosial Instagram oleh Media Parapuan. Jurnal Common, 7(2), 138–150. https://doi.org/10.34010/common.v7i2.11404
Pradesa, K., Hopeman, T. A., Cahyana, W., Alfiani, I., Elfariani, R., Oktasyah, R., & Suwandi, Z. M. (2023). Strategi Pemasaran UMKM Melalui Optimalisasi Penerapan Branding Produk Dan Digital Marketing (UMKM Kakapalan Di Desa Cikakak, Sukabumi). Jurnal Ilmiah Pengabdian Kepada Masyarakat, 2(3), 170–176. https://doi.org/10.55883/jipam.v2i3.73
Rahma, R., Riyanti, E. R., Tajuddi, A. F., & others. (2024). Program Magang Keahlian Sebagai Sarana Praktik Dan Peningkatan Kompetensi Mahasiswa Di PT Bank Syariah Indonesia, Tbk Kc Parepare. Community Care, 2(2), 18–22.
Rusmawan, P., Kanom, K., Mukti, M., Nurhalimah, N., & others. (2024). Pendampingan Digital Marketing dan Branding UMKM Petani Madu Desa Sumberarum Banyuwangi sebagai Penunjang Daya Tarik Wisata. Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat, 1(1), 13–22. https://doi.org/10.55701/abdiwisata.v1i1.169
Sari, A. A., & Samsudin, A. (2023). Optimalisasi Pengembangan Digitalisasi Marketing Dan Digital Branding Produk UMKM Madu Lebah Klanceng. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 3(3), 53–61. https://doi.org/10.55606/kreatif.v3i3.2006
Subyantoro, A., Mardiana, T., & Hasan, Z. M. (2022). Pelatihan & Pengembangan Sumber daya manusia. Zahir Publishing.
Vărzaru, A. A., & Bocean, C. G. (2024). Digital transformation and innovation: The influence of digital technologies on turnover from innovation activities and types of innovation. Systems, 12(9), 359. https://doi.org/10.3390/systems12090359
Wahyuni, I. I., Wijaya, B. P. A., Rahardika, S. D., Lesmana, M. F., Cahyo, A. D., Malik, A., Andryansyah, M., Salsabila, S., Septiandini, A., Damayanti, A. A., & others. (2022). Peran Branding dan Digital Marketing dalam Pengembangan UMKM Catering Mekar Wangi. Jumat Informatika: Jurnal Pengabdian Masyarakat, 3(3), 116–120. https://doi.org/10.32764/abdimasif.v3i3.3290
Wibowo, A. (2021). Branding Digital (Merek Digital). In Penerbit Yayasan Prima Agus Teknik. Yayasan Prima Agus Teknik.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dinis Cahyaningrum, Sri Wahyulina, Armi Sulthon Fauzi, Ainaya Mutia, Salsabila Rahma Oktavia, Kinayatul Khofia, Ilham Wahyudin, Imam Gazali
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
