PENDAMPINGAN REBRANDING UMKM KERAJINAN BAMBU MELALUI MEDIA SOSIAL DI DESA LAWEYAN PROBOLINGGO
DOI:
https://doi.org/10.46773/djce.v4i4.2618Abstract
Micro, Small, and Medium Enterprises (MSMEs) play an important role in local economic development but often face limitations in branding and digital marketing. This Community Service (PkM) activity aimed to assist bamboo handicraft MSME actors in Laweyan Village, Probolinggo, in the rebranding process through the use of social media. The method applied was Participatory Action Research (PAR), consisting of preparation, implementation, evaluation, and joint reflection stages. The activity involved 14 participants who are members of the “Bambu Manis” MSME group. The assistance included training in branding strategies, logo creation, product photography techniques, promotional narrative writing, and consistent management of social media accounts. The results showed a significant improvement in participants’ skills, both in managing digital content and in building a strong brand identity. Several entrepreneurs began actively marketing their products through Instagram and Facebook, receiving positive responses from potential consumers. In addition, an online community was formed to ensure the continuity of the mentoring process. Thus, this program has proven effective in enhancing the branding capacity of MSMEs based on local wisdom, expanding market reach, and strengthening the position of Laweyan’s bamboo handicraft MSMEs in facing competition in the creative economy.
References
Andika, A., Jennifer, Huang, J. C., & Sebastian, jeannette C. (2021). Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises. 18(3), 308–328. https://www.researchgate.net/publication/356211001
Ayu, D., Lia, Z., Siswanto, E., Wahyudi, H. D., Malang, U. N., History, A., … Lia, Z. (2024). Beyond the Basics : E-Marketing and Rebranding Strategies for MSME Advancement 653 ) Beyond the Basics : E-Marketing and Rebranding Strategies for MSME Advancement , Zonna Lia , D . A ., Siswanto , E ., Wahyudi , H . D . ( 2024 ). 652–661. https://jurnal.stie.asia.ac.id/index.php/jpm/article/download/2324/668/8869?utm_source=
Diana Novita, Nafisah Yuliani, Nixon Erzed, & Agus Herwanto. (2022). Effectiveness Of Digital Strategic Branding For Msmes USING TIKTOK. International Journal of Social Science, 2(2), 1267–1270. https://doi.org/10.53625/ijss.v2i2.3052
Dwi Arini Nursansiwi, Endang Kartini, Baiq Desthania Prathama, A. (2025). Jurnal Pengabdian Masyarakat (Pengamas) Branding Of Msme Products Based On Local Wisdom : Digital Strategy To Highlight The Cultural Stories Of West Lombok Branding Produk Umkm Berbasis Kearifan Lokal : Strategi Digital. 2(1), 550–559.
Gouveia, A. J., Valente, A., Pires, S., & Silva, A. S. (2025). The Role of Social Media in Enhancing Classroom Engagement: A Systematic Literature Review. Communications in Computer and Information Science, 2480 CCIS(3), 283–294. https://doi.org/10.1007/978-3-032-02672-9_21
Gustiawan, W. D., & Sudarmiatin. (2025). Cultural Heritage as a Branding Strategy: How Malang’s SMEs Leverage Local Identity for Authentic Marketing. RISK : Jurnal Riset Bisnis Dan Ekonomi, 6(1), 13–23. https://doi.org/10.30737/risk.v6i1.6830
Ikko Ukumi Puteri Setianti, Izzah Asyanti Muslimah, & Gendut Sukarno. (2023). Pendampingan Rebranding dan Digital Marketing bagi UMKM di Desa Kedungdalem guna Menghadapi Persaingan Industri Kreatif. Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia, 2(3), 59–68. https://doi.org/10.58192/karunia.v2i3.1141
Indriani, P., Itryah, Kusmindari, C. D., Cholid, I., & Meilita, D. (2024). Penguatan UMKM melalui Pendampingan Digitalisasi dan Branding Produk Berbasis Kolaborasi Perguruan Tinggi dengan LLDIKTI Wilayah II. Jurnal Sinergi Komunikasi, 01(02), 3063–2889. https://sinergikomunikasi.com/home/article/view/46?utm_source=
Johan fahri, Hartaty Hadady, & Musdar Muhammad. (2023). Penyeluhan Literasi Keuangan Rumah Tangga Istri Nelayan Kelurahan Guraping Kecamatan Oba Utara Kota Tidore Kepuluan. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 3(4), 01–08. https://doi.org/10.55606/kreatif.v3i4.2224
Khumairo’, H., Hersiyah, & Mashudi. (2025). The Role of MSMEs in Driving Economic Growth and Income Equality in Indonesia. EKONOMIPEDIA Jurnal Ekonomi Manajemen Dan Bisinis, 3(1), 22–32. Retrieved from https://journals.gesociety.org/index.php/ekonomipedia
Manapa Sampetoding, E. A., & Er, M. (2024). Digital Transformation of Smart Village: A Systematic Literature Review. Procedia Computer Science, 239(2), 1336–1343. https://doi.org/10.1016/j.procs.2024.06.304
Muhammad Robbiansa Pramadhika, Salsa Iswatun Nisa, Melia Kusnadi, Novita Putri, Sinar Mauliza Purnama, & Muhamad Kosim. (2025). Strategi Branding Produk UMKM Melalui Optimalisasi Digital Marketing dan Media Sosial di Era Transformasi Digital. Jurnal Bisnis, Ekonomi Syariah, Dan Pajak, 2(3), 28–43. https://doi.org/10.61132/jbep.v2i3.1389
Muharam, H., Gursida, H., Hidayat Susilowati, I., Widiyanti, W., Tuti Alawiah, E., & Widasiwi, H. (2023). Pendampingan Digital Marketing, Media Sosial Dan Modal Usaha Terhadap Forum UMKM Tajur Halang Kabupaten Bogor. Jurnal Abdimas Ekonomi Dan Bisnis, 3(2), 43–52. https://doi.org/10.31294/abdiekbis.v3i2.2923
Murtono, T. (2024). Participatory Branding Design Model for Small and Medium Enterprises: A Case Study in Indonesia. American Journal of Humanities and Social Sciences Research, 8(10), 47–56. Retrieved from www.ajhssr.com
Raganta Deyantara, & Zawawi Zawawi. (2023). Pendampingan Branding dan Digital Marketing Pada UMKM Kelurahan Tlumpu, Kota Blitar. Cakrawala: Jurnal Pengabdian Masyarakat Global, 2(3), 161–168. https://doi.org/10.30640/cakrawala.v2i3.1360
Retnaningrum, K. (2024). Increasing Sales of MSME Products through Socialization of Digitalization Branding in Mulyorejo Village, Surabaya City. Help: Journal of Community Service, 1(2), 78–88. https://doi.org/10.62569/hjcs.v1i2.54
Rokhmatulloh, N., Anwar, K., & Hidayat, N. (2024). Digital-Based UMKM Branding & Marketing Innovation Assistance for Rengginang and Shrimp Cracker Businesses. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 793–806. https://doi.org/10.37680/amalee.v5i2.5773
Shiddiqy, I. A., Faradila, F. A., & Hermawan, A. (2024). Pendampingan Manajemen Usaha Dengan Pemanfaatan Digital Marketing Dan Penguatan Brand Pada UMKM Singkong Ngalam Di Sukun Kota Malang. Jurnal Pengabdian Sosial, 2(2), 2779–2788. https://doi.org/10.59837/ndtn0a96
Tedjakumala, I., Damayani, N. A., Mulyana, D., & Perbawasari, S. (2024). Folklore, Branding, and Social Media: A Multifaceted Communication Approach to Marketing in Indonesia. Jurnal Komunikasi, 16(2), 462–474. https://doi.org/10.24912/jk.v16i2.31787
Wati, D. P., Maesyaroh, S., & Supratman, S. G. (2024). Pelatihan Dan Pendampingan Penggunaan Media Sosial Guna Meningkatkan Branding Produk UMKM Di Desa Ciwaru. Jurnal Pengabdian Masyarakat Bangsa, 2(9), 4206–4210. https://doi.org/10.59837/jpmba.v2i9.1618
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Ika Widia Ningsih laili, M. Jadid Khadavi, Musdhalifah, Misnari, Putri Handayani, Nur Izzatis Sa`idah, Nur Laili Hasanah
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
