Peningkatan Digitalisasi Branding dan Akses Permodalan untuk Mendorong UMKM Naik Kelas melalui Pendampingan Terintegrasi di Kabupaten Pekalongan
DOI:
https://doi.org/10.55606/nusantara.v6i3.10138Keywords:
Access to Finance, Digital Branding, Digital Marketing, Financial Literacy, MSMEsAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in national economic development. However, many still face challenges in digital branding and access to formal financing. This community engagement program aimed to enhance the capacity of MSMEs through digital branding training, social media optimization, marketplace strengthening, financial literacy improvement, and assistance in accessing business financing. The program adopted a Participatory Action Research (PAR) approach, consisting of needs assessment, training, implementation assistance, monitoring, and evaluation. It was conducted over a four-month period involving culinary-sector MSMEs in Pekalongan Regency, Indonesia. The results demonstrated significant improvements in participants' ability to develop brand identities, manage business social media accounts, prepare simple financial statements, and understand the procedures for applying for the People's Business Credit (Kredit Usaha Rakyat/KUR) program. The program also produced several tangible outputs, including active social media business accounts, digital promotional content, simplified financial reports, and financing application documents. The findings indicate that an integrated approach combining digital branding and financial literacy effectively enhances MSMEs' readiness to become more professional, competitive, and financially sustainable.
Downloads
References
Bank Indonesia. (2023). Blueprint sistem pembayaran Indonesia 2030. Bank Indonesia.
Belair, A. R. (2003). Shopping for your self: When marketing becomes a social problem [Dissertation, Concordia University].
Chaffey, D., & Ellis-Chadwick, F. (2023). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.
França, C. L., Graffigna, G., & Oliveira, J. H. C. (2022). Consumer brand engagement concept and measurement: Toward a refined approach. Journal of Retailing and Consumer Services, 68, 103053. https://doi.org/10.1016/j.jretconser.2022.103053
Imron, A., & Ariyanti, R. (2023). The influence of service quality, customer relationship management (CRM), and brand image on customer loyalty with customer satisfaction as an intervening variable. In Proceedings of the International Conference on Digital Advanced Tourism Management and Technology. https://doi.org/10.56910/ictmt.v1i1.54
Imron, A., Ariyanti, R., & Octaviana, V. (2024). Pengaruh affiliate marketing, live streaming, program gratis ongkos kirim, dan flash sale terhadap keputusan pembelian di TikTok Shop. Jurnal Aktual Akuntansi Keuangan Bisnis Terapan (AKUNBISNIS), 7(2), 236–249.
Imron, A., Notoatmojo, M. I., & Ariyanti, R. (2024). Strategi peningkatan daya saing produk melalui pelatihan kemasan produk pada pelaku usaha perempuan di Desa Api-Api Wonokerto. Harmoni Sosial: Jurnal Pengabdian dan Solidaritas Masyarakat, 1(3), 76–83. https://doi.org/10.62383/harmoni.v1i3.321
Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2024). Perkembangan data UMKM dan transformasi digital UMKM Indonesia tahun 2024. Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.
Lindawati. (2015). Analisis faktor yang mempengaruhi perilaku ekonomi dan kesejahteraan rumah tangga petani usahatani terpadu padi-sapi di Provinsi Jawa Barat [Dissertation, Institut Pertanian Bogor]. http://repository.ipb.ac.id/handle/123456789/85350
Notoatmojo, M. I., Ariyanti, R., & Imron, A. (2024). Analisis faktor yang mempengaruhi UMKM dalam penyusunan laporan keuangan berdasarkan SAK EMKM dengan pemahaman SAK EMKM sebagai variable moderating: Studi kasus pada UMKM di Kota Pekalongan. Jurnal Ekonomi Efektif, 6(3), 483–498. https://doi.org/10.32493/JEE.v6i3.39593
Organisation for Economic Co-operation and Development. (2023). The digital transformation of SMEs. OECD Publishing.
Organisation for Economic Co-operation and Development. (2024). Financing SMEs and entrepreneurs 2024: An OECD scoreboard. OECD Publishing.
Otoritas Jasa Keuangan. (2024). Survei nasional literasi dan inklusi keuangan tahun 2024. Otoritas Jasa Keuangan.
Sari, F. M., Ariyanti, R., & Notoatmojo, M. I. (2023). Pengaruh kualitas pelayanan, promosi, E-WOM, harga produk, dan citra merek terhadap minat beli konsumen pada situs e-commerce Lazada. In Prosiding Seminar Nasional.
Tuten, T. L. (2023). Social media marketing (4th ed.). SAGE Publications.
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/10.1016/j.jbusres.2019.09.022
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Rizka Ariyanti, M. Iqbal Notoatmojo, Ali Imron
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
