Branding and Digital Marketing Assistance for MSMEs through Asset-Based Community Development in Banjaransari Village: Branding dan Digital Marketing UMKM Melalui Pendekatan Asset-Based Community Development di Desa Banjaransari

Luluk Muasomah; Anisa Rose Widyandari; Bayu Kurniawan; Fatikh Ridwani; Mustaqim Sulistiana; Nafiatur Rosidah; Adib Ubaidillah; Preciliya Nanda Dyah Azzahra; Putri Ragil Is Badriyah; Rosa Desy Puspita Sari; Siti Fatmah; Syamdani Afillah Putra; Tarmiati Tarmiati

doi:10.57152/consen.v6i2.3128

Authors

Luluk Muasomah Institut Agama Islam Ngawi, Indonesia
Anisa Rose Widyandari Institut Agama Islam Ngawi, Indonesia
Bayu Kurniawan Institut Agama Islam Ngawi, Indonesia
Fatikh Ridwani Institut Agama Islam Ngawi, Indonesia
Mustaqim Sulistiana Institut Agama Islam Ngawi, Indonesia
Nafiatur Rosidah Institut Agama Islam Ngawi, Indonesia
Adib Ubaidillah Institut Agama Islam Ngawi, Indonesia
Preciliya Nanda Dyah Azzahra Institut Agama Islam Ngawi, Indonesia
Putri Ragil Is Badriyah Institut Agama Islam Ngawi, Indonesia
Rosa Desy Puspita Sari Institut Agama Islam Ngawi, Indonesia
Siti Fatmah Institut Agama Islam Ngawi, Indonesia
Syamdani Afillah Putra Institut Agama Islam Ngawi, Indonesia
Tarmiati Tarmiati Institut Agama Islam Ngawi, Indonesia

DOI:

https://doi.org/10.57152/consen.v6i2.3128

Keywords:

Asset-Based Community Development, branding, digital marketing, MSMEs, village

Abstract

Many micro, small, and medium enterprises (MSMEs) in Banjaransari Village, Padas District, Ngawi Regency, face challenges in developing a clear brand identity, improving product packaging, and making effective use of digital marketing. These conditions highlight the need for assistance that not only introduces branding and digital marketing concepts but also adapts solutions to the characteristics and needs of individual businesses. This community service program aimed to strengthen the branding and digital marketing readiness of 15 MSMEs across five business clusters: blacksmithing, home-based tempeh production, woven bag production, grocery stores, and snack box businesses. The program employed an Asset-Based Community Development (ABCD) approach through four stages: discovery, which focused on identifying and mapping existing assets and business conditions; dream, which involved a collective workshop to formulate shared aspirations; design, which translated these aspirations into cluster-specific solutions through personalized door-to-door mentoring; and destiny, which focused on evaluation and planning for program continuity. The results showed that the participating MSMEs developed branding and marketing tools that had previously been unavailable or had not been optimally utilized, including logos, packaging labels, banners, digital catalogs, WhatsApp Business accounts, and business location information through Google Business Profile linked to Google Maps. Evaluation was conducted descriptively and qualitatively through participatory observation and reflective interviews by the implementing team. The findings indicated an initial improvement in partners' understanding of and readiness to use branding and digital marketing tools. The program demonstrates that cluster-specific and personalized mentoring can provide a relevant approach to helping village-level MSMEs establish stronger business identities and begin adopting digital technologies for marketing. However, the long-term sustainability of these practices and their effects on turnover, customer growth, and market expansion cannot yet be determined because systematic post-program monitoring has not been conducted

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