Sosialisasi Manajemen Pemasaran Berkelanjutan Melalui Edukasi Branding dan Digital Marketing pada UMKM Kuliner di Kota Palembang
DOI:
https://doi.org/10.55123/abdikan.v4i4.6568Keywords:
Culinary Msmes, Branding, Digital Marketing, Sustainable Marketing, PalembangAbstract
This community service activity aims to strengthen the capacity of sustainable marketing management through branding and digital marketing education for culinary MSMEs in Pempek Village 26 Ilir, Palembang City, South Sumatra Province. The background to this activity is the condition of MSMEs that still face challenges in branding, limited digital literacy, and low awareness of sustainable practices. The implementation method was a participatory approach, including needs analysis, branding education, digital marketing training, mentoring, and evaluation using pre- and post-test instruments. The results of the activity showed a significant increase in participant understanding. The average pre-test score of 45 increased to 80 in the post-test, indicating an increase of over 30%. In terms of branding, participants began to understand the importance of business identity, brand narrative, and eco-friendly packaging design. In terms of digital marketing, MSMEs that were previously passive in their use of social media are now more active with consistent content strategies, utilization of marketplaces, and the use of QRIS-based digital payment systems. The integration of sustainability values is also being implemented through brand narratives that emphasize tradition and environmental awareness. This activity has positive implications for increasing the competitiveness of culinary MSMEs in Palembang, both economically, socially, and environmentally. These findings confirm that academic intervention through community service can have a real impact on empowering MSMEs in the digital era.
Downloads
References
Alvarez, J., & Urla, J. (2019). Monitoring And Evaluation For Sustainable Smes Training. Journal Of Entrepreneurship Education, 22(3), 1–12.
Bresciani, S., & Eppler, M. J. (2017). Brand New Ventures? Insights On Start-Ups’ Branding Practices. Journal Of Product & Brand Management, 26(5), 452–466. Https://Doi.Org/10.1108/JPBM-06-2016-1256
Dey, P. K., Malesios, C., De, D., Budhwar, P., Chowdhury, S., & Cheffi, W. (2018). Circular Economy To Enhance Sustainability Of Small And Medium-Sized Enterprises. Business Strategy And The Environment, 27(8), 1525–1539. Https://Doi.Org/10.1002/Bse.2210
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … & Wang, Y. (2021). Setting The Future Of Digital And Social Media Marketing Research: Perspectives And Research Propositions. International Journal Of Information Management, 59, 102168. Https://Doi.Org/10.1016/J.Ijinfomgt.2020.102168
Iskandar, Y., Heliani, H., Jaman, B., & Ardhiyansyah, A. (2023). Analyzing The Relationship Between Technology Adoption And Business Performance In Smes In Indonesia. ASJ East Asia South Institute Journal, 1(1), 12–24. Https://Doi.Org/10.58812/Asst.V1i01.6
Lukiyanto, K., Darmawan, B. L., & Maulana, F. (2024). Perception Of Environmentally Friendly Packaging In Micro And Small Enterprises For Business Development. Kne Social Sciences, 9(10), 345–356. Https://Doi.Org/10.18502/Kss.V9i10.15696
Magnier, L., & Crié, D. (2015). Communicating Packaging Eco-Friendliness: An Exploration Of Consumers’ Perceptions Of Eco-Designed Packaging. International Journal Of Retail & Distribution Management, 43(4/5), 350–366. Https://Doi.Org/10.1108/IJRDM-04-2014-0048
Moyo, M., & Mandizvidza, K. (2022). Entrepreneurial Orientation And SME Performance: The Moderating Role Of Training. Journal Of Small Business And Enterprise Development, 29(2), 269–288. Https://Doi.Org/10.1108/JSBED-04-2021-0154
Mutlu, H. M., & Erkut, B. (2021). Practical Training And SME Competitiveness: Evidence From Emerging Economies. Entrepreneurship And Sustainability Issues, 8(4), 312–328. Https://Doi.Org/10.9770/Jesi.2021.8.4(18)
Noviana, A. S., Sina, H. K., Damayanti, N. R., & Dirgantara, I. M. B. (2024). Digital Marketing Trends, Challenges And Opportunities For Smes: A Systematic Literature Review. Journal Of Marketing And Emerging Economies, 4(5), 183–195.
Nugroho, A., & Pangestuti, E. (2020). The Role Of Marketing Capabilities In Improving Smes Performance. Journal Of Entrepreneurship Education, 23(5), 1–10. Https://Doi.Org/10.18235
Pratama, A., & Wardhana, I. (2019). Digital Marketing Adoption In Indonesian Smes. Management Science Letters, 9(6), 921–930. Https://Doi.Org/10.5267/J.Msl.Xxxx
Rahayu, R., & Day, J. (2017). E-Commerce Adoption By Smes In Developing Countries: Evidence From Indonesia. Eurasian Business Review, 7(1), 25–41. Https://Doi.Org/10.1007/S40821-016-0044-6
Ramadhanti, F., Et Al. (2024). Green Purchase Behavior In Circular Packaging: The Case Of Young Consumers In Indonesia. Sustainable Production And Consumption, 42, 130–141. Https://Doi.Org/10.1016/J.Spc.2024.09.004
Setiawan, I., & Hidayat, R. (2023). Smes And Sustainable Development Goals: A Case From Indonesia. Sustainability, 15(4), 2134. Https://Doi.Org/10.3390/Su15042134
Sharabati, A. A. A., Arslan, M., & Khoufi, W. (2024). The Impact Of Digital Marketing On The Performance Of Smes. Sustainability, 16(19), 8667. Https://Doi.Org/10.3390/Su16198667
Silayoi, P., & Speece, M. (2017). The Importance Of Packaging Attributes: A Conjoint Analysis Approach. European Journal Of Marketing, 51(11/12), 2071–2089. Https://Doi.Org/10.1108/EJM-10-2016-0567
Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2020). Branding In The Age Of Digital Communication: How Brand Stories Create Value. Journal Of The Academy Of Marketing Science, 48(1), 28–49. Https://Doi.Org/10.1007/S11747-019-00695-4
Suryani, T., & Nurcahyo, R. (2021). Sustainable Marketing Strategies For Small Businesses. Journal Of Small Business Strategy, 31(2), 45–56. Https://Doi.Org/10.1177
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital Marketing And Social Media: Why Bother? Business Horizons, 57(6), 703–708. Https://Doi.Org/10.1016/J.Bushor.2014.07.002
Wianto, E. (2022). The Role Of Sustainable Packaging Design For Souvenir Food Products In West Java. Proceedings Of The International Conference On Engineering, Technology And Innovation, 225–232.
Widyastuti, U., Susanti, A., & Harini, D. (2022). Branding Strategy And Consumer Perception In Smes. International Journal Of Business And Society, 23(3), 1345–1362. Https://Doi.Org/10.33736
Yadav, N., Jain, R., & Singh, A. (2020). The Impact Of Sustainable Practices On Competitiveness Of Smes. Journal Of Cleaner Production, 258, 120812. Https://Doi.Org/10.1016/J.Jclepro.2020.120812
Lukiyanto, K., Darmawan, B. L., & Maulana, F. (2024). Perception of Environmentally Friendly Packaging in Micro and Small Enterprises for Business Development. KNE Social Sciences, 9(10), 345–356.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Maiza Fikri, Fartina Destikarini, Faridatul Munawaroh, Hasan Pratama Putra, Januar Ida Wibowati
This work is licensed under a Creative Commons Attribution 4.0 International License.
