Digital Branding Strategy of Ecoprint Rahayu Petangis Through Online Media Toward Global Market
DOI:
https://doi.org/10.62568/gsce.v2i1.576Keywords:
Digital Branding, Ecoprint, MSMEs, Online MediaAbstract
The digital era has significantly transformed business development patterns, particularly for micro, small, and medium enterprises (MSMEs). One of the main challenges faced by MSMEs is the limited capacity to build brand identity and expand market reach. This community service program aims to enhance the understanding and capacity of Ecoprint Rahayu Petangis entrepreneurs in implementing digital branding strategies through online media to support access to the global market. The program was conducted using two main approaches: educational sessions on digital branding concepts, online marketing strategies, and information technology utilization, as well as practical training on the use of digital platforms such as social media and online marketplaces. The results indicate a notable improvement in participants’ awareness of the importance of brand identity, visual content, and digital-based marketing communication. Participants also demonstrated high enthusiasm, increased entrepreneurial motivation, and improved skills in managing online media as a promotional tool for ecoprint products. This program provides positive implications for MSMEs’ readiness to compete in global markets and strengthens the position of local products through adaptive branding strategies aligned with technological advancements. Therefore, this activity is expected to serve as a sustainable model for MSME empowerment based on digital branding.
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