DIGITAL BRANDING EMPOWERMENT BAGI OMAH NANA’S SEBAGAI STRATEGI PENINGKATAN DAYA SAING UMKM

Abstract

ABSTRACT

Micro, Small, and Medium Enterprises (MSMEs) play an important role in strengthening the local economy, but they still face many obstacles in utilizing digital technology, particularly in branding and marketing. Omah Nana's is one of the micro, small, and medium enterprises (MSMEs) in Lumajang Regency that produces dry cakes. While their products are of high quality, they face limitations in building brand identity, managing social media, and producing digital content that consistently showcases their packaging and product identity. This condition results in a relatively low market reach. This community service activity aims to empower Omah Nana's MSMEs thru strengthening digital branding as a strategy to increase business competitiveness. The service method used is a participatory and applied approach based on the Participatory Action Learning System (PALS), which includes the stages of preparation, training, mentoring, and evaluation. The activities carried out included digital branding training, creating and managing business social media accounts, product photo and video content creation training, and product packaging and label design innovation. The results of the service showed an increase in partners' understanding and skills in digital branding, the creation of active business social media accounts, the compilation of a digital product catalog, and the implementation of more professional and consistent product packaging. This finding indicates that digital branding mentoring is capable of driving sustainable changes in SME marketing practices. Therefore, this activity holds significant meaning in supporting the improvement of MSME competitiveness and sustainability in the digital era.

 Keywords: competitiveness, digital branding, social media, MSMEs