Optimalisasi Strategi Marketing dan Branding untuk UMKM Desa Beku melalui Seminar dan Workshop

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting Indonesia's economy, significantly contributing to the Gross Domestic Product (GDP) and employment absorption. However, rural UMKM, such as those in Beku Village, face numerous challenges, including low digital literacy and limited market access. The community service program of Universitas Negeri Semarang (UNNES) through UNNES GIAT 10 aims to empower MSME actors by providing training in digital marketing strategies, branding, and copywriting. Using a participatory approach, the methods applied included seminars, workshops, and intensive technical mentoring. The activities involved group discussions to identify participants' specific needs and practical demonstrations of digital marketing implementation. The results indicate an improvement in participants' abilities to leverage digital media for promotion, build brand awareness, and access broader markets. These positive outcomes are reflected not only in the enhancement of individual competencies but also in the potential increase in local business revenues. This program is expected to serve as a replicable model for empowering UMKM in similar areas, contributing to community-based economic strengthening.