Empowering Local MSMEs through Branding, Product Design, and Digital Marketing: A Community Engagement Program at Pringgondani Market, Balikpapan
DOI:
https://doi.org/10.33394/jpu.v7i1.18166Keywords:
Community empowerment, MSMEs, Branding, Product Design, Digital MarketingAbstract
This community service program aims to strengthen the capacity of micro, small, and medium enterprises (MSMEs) in branding, product design, and digital marketing in order to enhance their business competitiveness. The program was implemented through a series of training sessions and mentoring activities involving 57 MSME participants. It consisted of three main components: (1) branding and business preparation, (2) product and packaging design using simple digital tools, and (3) social media–based marketing for digital promotion. Evaluation was conducted using pre- and post-training tests, structured questionnaires, and visual documentation of product packaging. The data were analyzed using descriptive statistics and comparative analyses of participants’ test scores and design outputs. The results indicate substantial improvements in participants’ understanding of branding principles, design aesthetics, and digital literacy. Quantitatively, the average test score increased from 9.1 in the pre-test to 10.0 in the post-test, and many participants successfully redesigned their product packaging and began using social media more systematically for promotional purposes. As a result, MSME owners developed clearer product identities, more attractive packaging, and more consistent online engagement. Overall, the program demonstrates that short-term, community-based interventions can effectively enhance MSME competitiveness and digital readiness while supporting sustainable local economic growth. These findings underscore the importance of integrating creativity, technology, and community participation in MSME empowerment initiatives.
References
Agustin, K. L., Dessy Handa Sari, Apriani, E. S., Khairiyah, N. M., & Ramli, R. (2024). Mengembangkan pemasaran digital bagi UMKM di Pasar Tumpah Pringgodani Balikpapan. Jurnal Hasil Inovasi Masyarakat, 2(2), 47–53. https://doi.org/10.70310/3tpxe420
Agustina, R., Dwanoko, Y. S., & Suprianto, D. (2021). Pelatihan Desain Logo dan Kemasan Produk UMKM di Wilayah Sekarpuro Kecamatan Pakis Kabupaten Malang. JURNAL APLIKASI DAN INOVASI IPTEKS “SOLIDITAS” (J-SOLID), 4(1), 69. https://doi.org/10.31328/js.v4i1.1732
Aliyah, I., Setioko, B., & Pradoto, W. (2017). The Roles of Traditional Markets as the Main Component of Javanese Culture Urban Space (Object of Study: The City of Surakarta, Indonesia). In Surakarta Indonesia International Journal of Contemporary Applied Researches (Vol. 4, Issue 10). www.ijcar.net
Asiyah, S., & Rachmadi, K. R. (2022). Digitalisasi Pemasaran Melalui Sosial Media Marketing pada Pelaku Umkm Guna Peningkatan Pendapatan. RESWARA: Jurnal Pengabdian Kepada Masyarakat, 3(2), 442–448. https://doi.org/10.46576/rjpkm.v3i2.1866
Azis, S., Bastian, A., Reski, M., Hulwati, & Putra, J. S. (2024). Transformation and Resilience of Traditional Markets Amid the Presence of E-commerce. Jurnal Humaniora, 8(2), 400–418. https://doi.org/10.30601/humaniora.v%vi%i.5549
Cahya, B. S., Subroto, W. T., & Sakti, N. C. (2025). The Role of Traditional Markets in Improving the Economy of the Community in Indonesia. International Journal of Economics, Commerce, and Management, 2(1), 386–396. https://doi.org/10.62951/ijecm.v1i4.432
Iskamto, D., Kharisma, M., & Lesmana, R. (2024, November). The Role of Digital Marketing for MSMEs in Indonesia. D International Conference of Economics, Management, Accounting and Technopreneur (ICEMAT).
Lubis, U. S., Wulandari, N., Wahyudi, I., Widiyanto, A., Wibowo, E. A., Hakim, L., Apriyansyah, B., Hardiati, N., Swastika, A. Y., & Meyzia, B. (2025). Digital marketing strategies in expanding the market for MSME creative products in Indonesia—state of art. Frontiers in Communication, 10. https://doi.org/10.3389/fcomm.2025.1647391
Nugroho, W. C., & Susila, M. R. (2024). Pelatihan Kemasan, Design dan Label Produk Bagi Pelaku Umkm di Kecamatan Bubutan Kota Surabaya. Jurnal Pengabdian Kolaborasidan Inovasi IPTEKS, 2(2), 486–491.
Octasylva, A. R. P., Leonita, S., & Makosim, S. (2020). Pelatihan Desain Kemasan Produk UMKM di Tangerang Selatan. Empowerment in the Community, 1(2), 41–45. https://doi.org/10.31543/ecj.v1i2.356
Oluka, A. (2024). THE IMPACT OF DIGITAL PLATFORMS ON TRADITIONAL MARKET STRUCTURES. Technology Audit and Production Reserves, 2(4), 21–29. https://doi.org/10.15587/2706-5448.2024.303462
Probohudono, A. N., Suhardjanto, D., Aligarh, F., Chayati, N., & Putra, A. A. (2025). Navigating MSMEs’ performance through innovation and digital IT capabilities in business strategy. Social Sciences and Humanities Open, 12. https://doi.org/10.1016/j.ssaho.2025.101810
Rahmawati, Arifah, S., Pujiasmanto, B., Goestjahjanti, F. S., Nurlaela, S., & Badriyah, N. (2023). Business Performance of MSMES in Traditional Market: an Analysis of Strategic Management Aspect. Jurnal Dinamika Manajemen, 14(2), 165–177. http://jdm.unnes.ac.id
Short, J. C., Chandler, J. A., & Wolfe, M. (2024). Community markets and entrepreneurship: A primer. Journal of Business Venturing Insights, 21. https://doi.org/10.1016/j.jbvi.2024.e00453
Wahyudi, A. S., Yulivan, I., & Rahman, A. (2024). The Role of Micro, Small, and Medium Enterprises (MSMEs) in Supporting Indonesia’s Economic Resilience. Jurnal Pertahanan: Media Informasi Tentang Kajian Dan Strategi Pertahanan Yang Mengedepankan Identity, Nasionalism Dan Integrity, 10(2), 297–307. https://doi.org/10.33172/jp
Wibawa, S., Firdaus, R. S. M., Indroyono, P., Dumairy, D., & Savitri, L. A. (2024). Preserving Traditional Market in Indonesia Based on the New Public Governance Perspective. International Journal of Asian Business and Information Management, 15(1), 1–14. https://doi.org/10.4018/IJABIM.349223
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 The Author(s)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
