A Community-Based Approach to Digital Marketing and Branding for Sustainable Entrepreneurship in MSMEs
Abstract
Digital resources create opportunities for MSMEs to innovate, expand, and adopt more sustainable business models, yet many businesses in Citaman Village, Nagreg, West Java face challenges with digital marketing and branding knowledge. To address this, a community-based training program was implemented to strengthen these skills among local MSMEs. The program consisted of seven interactive sessions covering digital marketing strategies, social media content creation, and sustainable branding techniques. The training methodology combined theory, practical exercises, and individual mentoring to ensure effective learning outcomes . Twenty participants underwent pre and post-testing to evaluate the program's impact. Results demonstrated marked improvement in their understanding and capabilities. Additionally, the program achieved a 94% Customer Satisfaction Index (CSI), demonstrating that participants found the training highly beneficial and applicable to their business operations. This comprehensive approach successfully equipped local MSMEs with essential digital skills for modern business competition.
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