Pemberdayaan UMKM Melalui Digitalisasi Pemasaran Dan Branding Produk Lokal Di Kelurahan Gunung Ibul Utara

Abstrak

Digitalization provides opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing reach, strengthen product identity, increase business visibility, and adapt transactions to changing consumer behavior. However, some MSME actors in Gunung Ibul Utara Urban Village still face limitations in utilizing digital technology, particularly in marketing, branding, digital payments, and the use of digital platforms. This activity aimed to improve the understanding and skills of PKK members and MSME actors in utilizing digital technology for marketing and business development while strengthening local product branding. The activity employed a qualitative descriptive approach through a community empowerment and mentoring program. Data were collected through observation, interviews, documentation, and participant evaluation. The implementation consisted of needs identification, digital economy training, practical activities, mentoring, and evaluation. The results showed that participants gained practical understanding and experience in digital marketing, logo and banner development, Google Maps utilization, QRIS introduction, and the use of digital platforms to support marketing activities. The integration of these digital tools provided a foundation for MSME actors to strengthen business identity, improve product visibility, facilitate transactions, and create opportunities for broader market reach. The activity also demonstrated the importance of practical and continuous mentoring to support the independent and sustainable adoption of digital technology among MSME actors.