Strengthening MSME Capacity Through Entrepreneurship, Marketing, Branding, and Digital Marketing Training in Kragan Village, Sidoarjo, Indonesia
Penguatan Kapasitas UMKM melalui Pelatihan Kewirausahaan, Pemasaran, Branding, dan Pemasaran Digital di Desa Kragan, Sidoarjo, Indonesia
DOI:
https://doi.org/10.47679/ib.20261624Keywords:
Entrepreneurship, Marketing, Branding, Digital Marketing, Community Engagement, Capacity Building, Kewirausahaan, Pemasaran, Pemasaran Digital, Pengabdian kepada MasyarakatAbstract
This community engagement program aimed to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in Kragan Village, Sidoarjo, through entrepreneurship, marketing and branding, and digital marketing training. The program employed a community needs assessment and participatory approach, beginning with brief interviews and direct observation to identify the main challenges faced by local MSME actors. Based on the identified needs, an interactive socialization and training program was conducted involving 15 MSME participants. Program outcomes were evaluated using pre-test and post-test assessments covering three main aspects: entrepreneurship, marketing and branding, and digital marketing. The results demonstrated positive improvements across all three aspects. The entrepreneurship score increased from 53.3% to 83.3%, marketing and branding increased from 50.0% to 83.3%, while digital marketing showed the largest improvement, increasing from 43.3% to 83.3%. These findings indicate a positive short-term improvement in participants' knowledge and understanding following the intervention, particularly in digital marketing. Overall, the program demonstrates that a needs-based and participatory training approach can contribute to strengthening MSME capabilities and encouraging more systematic, market-oriented, and digitally supported business practices. Continued mentoring and follow-up evaluation are recommended to support the implementation of acquired knowledge into sustainable business practices and improved MSME performance.
Abstrak. Program pengabdian kepada masyarakat ini bertujuan untuk memperkuat kapasitas usaha mikro, kecil, dan menengah (UMKM) di Desa Kragan, Sidoarjo, melalui pelatihan kewirausahaan, pemasaran dan branding, serta pemasaran digital. Program ini menggunakan pendekatan asesmen kebutuhan masyarakat dan partisipatif, yang diawali dengan wawancara singkat dan observasi langsung untuk mengidentifikasi tantangan utama yang dihadapi oleh para pelaku UMKM setempat. Berdasarkan kebutuhan yang teridentifikasi, dilaksanakan kegiatan sosialisasi dan pelatihan interaktif yang melibatkan 15 peserta pelaku UMKM. Hasil program dievaluasi menggunakan asesmen pre-test dan post-test yang mencakup tiga aspek utama, yaitu kewirausahaan, pemasaran dan branding, serta pemasaran digital. Hasil menunjukkan adanya peningkatan positif pada ketiga aspek tersebut. Skor kewirausahaan meningkat dari 53,3% menjadi 83,3%, pemasaran dan branding meningkat dari 50,0% menjadi 83,3%, sedangkan pemasaran digital menunjukkan peningkatan terbesar, yaitu dari 43,3% menjadi 83,3%. Temuan ini menunjukkan adanya peningkatan jangka pendek yang positif dalam pengetahuan dan pemahaman peserta setelah intervensi, terutama pada aspek pemasaran digital. Secara keseluruhan, program ini menunjukkan bahwa pendekatan pelatihan berbasis kebutuhan dan partisipatif dapat berkontribusi dalam memperkuat kapasitas UMKM serta mendorong penerapan praktik usaha yang lebih sistematis, berorientasi pasar, dan didukung oleh teknologi digital. Pendampingan berkelanjutan dan evaluasi tindak lanjut direkomendasikan untuk mendukung penerapan pengetahuan yang telah diperoleh ke dalam praktik usaha yang berkelanjutan serta meningkatkan kinerja UMKM.
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