DIGITAL EMPOWERMENT UMKM ANYAMAN LOKAL: STRATEGI BRANDING DAN PROMOSI BERBASIS TEKNOLOGI DIGITAL

Abstract

Abstrak: Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas digital pelaku UMKM anyaman bambu dalam strategi branding dan promosi berbasis potensi lokal. Mitra kegiatan terdiri atas 20 pengrajin anyaman bambu di salah satu desa sentra bambu di Provinsi Jawa Timur. Metode pelaksanaan meliputi sosialisasi, pelatihan interaktif, dan praktik langsung yang difokuskan pada materi branding, storytelling produk, inovasi desain, serta pemanfaatan media sosial dan marketplace sebagai media promosi digital. Evaluasi dilakukan melalui pretest–posttest, observasi keterlibatan peserta, penilaian hasil praktik digital, dan kuesioner. Hasil kegiatan menunjukkan peningkatan signifikan pengetahuan dan keterampilan digital peserta, ditunjukkan oleh kenaikan nilai rata-rata dari 63,9 pada pretest menjadi 90,1 pada posttest, atau meningkat sebesar 43%. Selain itu, peserta berhasil menghasilkan identitas merek dan logo produk yang lebih profesional serta memiliki akun promosi digital yang siap digunakan. Kegiatan ini berkontribusi dalam meningkatkan daya saing UMKM anyaman bambu dan menjadi langkah awal penguatan ekosistem ekonomi kreatif berbasis kearifan lokal di era digital.

Abstract: This community service activity aims to increase the digital capacity of bamboo weaving MSMEs in branding and promotional strategies based on local potential. The activity partners consisted of 20 bamboo weaving artisans in one of the bamboo center villages in East Java Province. The implementation method included socialization, interactive training, and hands-on practice focused on branding materials, product storytelling, design innovation, and the use of social media and marketplaces as digital promotional media. Evaluation was carried out through pretests and posttests, observations of participant engagement, assessment of digital practice results, and questionnaires. The results of the activity showed a significant increase in participants' digital knowledge and skills, as indicated by an increase in the average score from 63.9 in the pretest to 90.1 in the posttest, an increase of 43%. In addition, participants succeeded in creating more professional brand identities and product logos and having ready-to-use digital promotional accounts. This activity contributed to increasing the competitiveness of bamboo weaving MSMEs and was the first step in strengthening the creative economy ecosystem based on local wisdom in the digital era.