Pelatihan Branding dan Digital Marketing sebagai Strategi Peningkatan Daya Saing UMKM Desa Kecapi
DOI:
https://doi.org/10.37287/jpm.v7i6.1218Keywords:
branding, pengabdian masyarakat, pemasaran digital, UMKMAbstract
Program pengabdian kepada masyarakat ini dilaksanakan pada tanggal 19 September 2025 di Balai Desa Kecapi, Kecamatan Tahunan, Kabupaten Jepara, dengan melibatkan 62 pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) sektor makanan dan minuman sebagai peserta. Kegiatan ini bertujuan untuk meningkatkan daya saing UMKM melalui penguatan identitas produk dan pemanfaatan strategi pemasaran digital. Program dilatarbelakangi oleh masih lemahnya brand produk UMKM serta rendahnya pemanfaatan media digital dalam kegiatan pemasaran. Pelatihan dirancang menggunakan pendekatan partisipatif dan aplikatif melalui penyampaian materi serta praktik langsung, meliputi pembuatan brand, desain logo, dan pemanfaatan marketplace serta media sosial sebagai sarana promosi. Selama kegiatan berlangsung, peserta mengikuti seluruh tahapan pelatihan dan didorong untuk menghasilkan gagasan identitas merek serta melakukan inisiasi pemasaran digital secara mandiri. Hasil kegiatan menunjukkan adanya peningkatan pemahaman, keterampilan teknis, dan kesadaran peserta terhadap pentingnya inovasi branding dan digital marketing dalam pengembangan usaha. Selain itu, program ini juga mendorong terbentuknya jejaring antar pelaku UMKM serta komunikasi lanjutan sebagai upaya keberlanjutan pendampingan di tingkat desa.
References
Barone, A. S., Maragoni-Santos, C., Farias, P. M. d., Cortat, C. M. G., Maniglia, B. C., Ongaratto, R. S., Ferreira, S., & Fai, A. E. C. (2025). Rethinking single-use plastics: Innovations, polices, consumer awareness and market shaping biodegradable solutions in the packaging industry. Trends in Food Science & Technology, 158. https://doi.org/10.1016/j.tifs.2025.104906
Biemans, W. (2023). The impact of digital tools on sales-marketing interactions and perceptions. Industrial Marketing Management, 115, 395-407. https://doi.org/10.1016/j.indmarman.2023.10.015
De Hooge, I. E. (2025). Increasing the purchase intentions for suboptimal products: Comparing potential marketing strategies. Food Quality and Preference, 123. https://doi.org/10.1016/j.foodqual.2024.105314
Deku, W. A., Wang, J., & Preko, A. K. (2024). Digital marketing and small and medium-sized enterprises’ business performance in emerging markets. Asia Pacific Journal of Innovation and Entrepreneurship, 18(3), 251-269. https://doi.org/10.1108/apjie-07-2022-0069
Dwivedi, A., & Pawsey, N. (2023). Examining the drivers of marketing innovation in SMEs. Journal of Business Research, 155. https://doi.org/10.1016/j.jbusres.2022.113409
Fan, L., Wang, Y., & Mou, J. (2024). Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103594
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 33(3), 350-367. https://doi.org/10.1080/08961530.2020.1795043
Kusi, S. Y., Gabrielsson, P., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs? Journal of World Business, 57(5). https://doi.org/10.1016/j.jwb.2022.101311
Obadia, C., & Vida, I. (2024). Export marketing strategy and performance: A focus on SMEs promotion. International Business Review, 33(2). https://doi.org/10.1016/j.ibusrev.2023.102229
Oppong-Kyeremeh, H., Bannor, R. K., & Mensah, J. O. (2024). Branding locally produced chicken in Ghana: An application of discrete choice experiment. Heliyon, 10(22), e40208. https://doi.org/10.1016/j.heliyon.2024.e40208
Porcu, L., del Barrio-García, S., Kitchen, P. J., & Tourky, M. (2020). The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance. Journal of Business Research, 119, 435-443. https://doi.org/10.1016/j.jbusres.2019.10.049
Ristianawati, Y., Irawan Yuswono, Anis Turmudhi, Noor Salim, & Praptitorini, M. D. (2024). Pemberdayaan UMKM Desa Pagak Melalui Penguatan Merek Dan Pemasaran Digital. Jurnal Peduli Masyarakat, 6(4). https://doi.org/http://jurnal.globalhealthsciencegroup.com/index.php/JPM
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12-26. https://doi.org/10.1016/j.indmarman.2024.02.002
Shams, R., Chatterjee, S., & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research, 179. https://doi.org/10.1016/j.jbusres.2024.114689
Yuswono, I., Anis Turmudhi, Yuyun Ristianawati, Mirna Dyah Praptitorini, & Salim, N. (2025). Inovasi Kemasan Produk Sebagai Strategi Pemberdayaan UMKM. Jurnal Peduli Masyarakat, 7(3). https://doi.org/http://jurnal.globalhealthsciencegroup.com/index.php/JPM
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Irawan Yuswono, Anis Turmudhi, Diovany Tirtana, Mirna Dyah Praptitorini, Noor Salim
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
