Pendampingan UMKM Pengusaha Muslimah dalam Penguatan Branding Produk melalui Strategi Berbasis Digital Marketing
DOI:
https://doi.org/10.58192/karunia.v5i2.4778Keywords:
Branding, Digital Marketing, English Café, Mentoring, SemarangAbstract
The obstacles faced by Muslim women entrepreneurs in MSMEs in developing a strong brand identity for their products and utilizing the potential of digital technologies. This community service program intends to enhance the product branding of MSMEs assisted by the Tembalang branch of the Muslim Women Entrepreneurs Association (IPEMI) Semarang City, by using digital marketing tactics. The issues faced by partners include lack of information on how to develop brand identity and leverage digital channels. The implementation technique included training, practical mentoring and evaluation which was attended by 20 MSMEs and hosted at English Café Tembalang. The outcomes of the activity indicated great advances in the technical areas of the participants, with a success of 80% in the final evaluation. Participants learned fundamental branding tactics, created digital marketing material and managed social media to promote their products. The coaching contributed to the competitiveness of Muslim women MSMEs in the digital era. In conclusion, the tactics based on digital marketing are efficient in improving the branding of MSME products, hence they need to be continued with frequent mentorship programs.
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