Branding and Digital Marketing Innovation for Siwang MSMEs Empowerment in Indramayu West Java

Authors

  • Fitra Jaya Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Yati Yati Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Sucipto Sucipto Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Romi Siswanto Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Kadarisman Kadarisman Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Gayatria Oktalina Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia
  • Agnisa Widayanti Economics Education Department, Faculty of Education and Teacher Training, Universitas Terbuka, Indonesia

DOI:

https://doi.org/10.33394/jpu.v6i3.16760

Keywords:

MSMEs, digital literacy, branding, community engagement, local product marketing

Abstract

This community service aims to enhance the branding capacity and digital marketing competencies of “Siwang”, a traditional shrimp-paste-based MSME in Gantar Subdistrict, Indramayu Regency. The intervention employed a participatory approach, encompassing needs assessment, digital literacy training, content creation workshops, and mentorship in utilising social media and online marketplaces. Evaluation was conducted through questionnaires and participatory observation. Quantitative data were analysed using descriptive statistics to determine partner satisfaction and competency improvements, while qualitative insights were interpreted thematically to capture behavioural changes and contextual relevance. The results indicate a substantial improvement in branding awareness, social media management skills, and production efficiency, supported by the introduction of appropriate digital and production tools. Key evaluation indicators demonstrated achievement rates above 85%, with overall partner satisfaction exceeding 90%. This program not only strengthened the business competitiveness of the MSME but also laid a foundation for sustainable digital transformation rooted in local cultural values. The model is recommended for replication among similar rural enterprises with high artistic and economic potential.

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Published

2025-08-18

How to Cite

Jaya, F., Yati, Y., Sucipto, S., Siswanto, R., Kadarisman, K., Gayatria Oktalina, & Widayanti, A. (2025). Branding and Digital Marketing Innovation for Siwang MSMEs Empowerment in Indramayu West Java. Jurnal Pengabdian UNDIKMA, 6(3), 469–478. https://doi.org/10.33394/jpu.v6i3.16760

Issue

Vol. 6 No. 3 (2025): August

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Articles

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