Penguatan Kapasitas UMKM melalui Pelatihan Digital Marketing dan Branding Produk di Desa Jengglungharjo
DOI:
https://doi.org/10.59431/ajad.v6i3.900Keywords:
Digital Transformation, Micro Small And Medium Enterprises (MSMEs), MSME Mentoring, Multi-Stakeholder Synergy, Product InnovationAbstract
This community service program aims to strengthen the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Jengglungharjo Village through digital marketing and branding training. Despite abundant local potential, village MSMEs face critical constraints in digital technology adoption. Applying an Asset-Based Community Development (ABCD) approach, this initiative engaged local entrepreneurs, BUMDes, the Tulungagung Cooperative Office, and Universitas Negeri Malang as collaborative partners and facilitators. Interventions included strategic branding workshops, digital marketing training, and intensive social media mentoring. The program broadened market reach, enabling village MSMEs to connect with 250 domestic distribution branches and enter international markets, including Malaysia, Singapore, and Japan. The program concludes that combining local asset optimization with multi-stakeholder synergy creates a sustainable economic ecosystem for rural MSME independence
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