MSME Digitalization Training in Building Branding and Digital Marketing Strategies to Increase Business Competitiveness in Payung Village

Abstract

Digital technology requires Micro, Small, and Medium Enterprises (MSMEs) to adapt in order to survive and compete. MSMEs in Payung Village, Majalengka Regency, still manage branding, promotion, and business administration largely in conventional ways, and many owners equate digitalization with simply opening a social media account. This community engagement study explored MSME actors’ perceptions of the digitalization training delivered through PRISMA 3.0, the community empowerment program of Politeknik Siber Cerdika Internasional (SCI Polytechnic), and identified the changes in branding and digital marketing practices they reported. A qualitative descriptive case study design was used. Data were collected through observation and semistructured interviews with 10 purposively selected MSME owners out of 25 training participants, conducted before and two weeks after the training, and were analyzed thematically with triangulation and member checking. Three themes emerged: a shift from viewing branding as a logo toward viewing it as product identity and story; early adoption of digital marketing, as 7 of 10 informants created or reactivated business social media accounts and 6 redesigned their packaging labels; and persistent barriers related to content production skills, time, and internet access. Participants reported perceived improvements in product visibility and customer inquiries, although changes in sales and competitiveness could not yet be measured. The findings indicate that digitalization training mainly contributes to changes in mindset and early practice, and that continuous mentoring is required before measurable competitiveness outcomes can be expected.