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Abstract

Purpose— This community service program addressed limited product identity, digital promotion, and marketing-content capabilities among rural micro, small, and medium enterprises (MSMEs) in Lerang Village, Indonesia. It aimed to strengthen participants' digital marketing and branding capabilities through a low-cost model based on local resources.


Implementation Method— The program involved 25 active MSME owners in Lerang Village and combined needs assessment, digital marketing and branding training, practical workshops, mentoring, and descriptive pre-test/post-test evaluation using a four-point questionnaire covering five competency indicators.


Results and Discussion— Post-program scores were higher across all five competency indicators, with the strongest relative change in digital content creation. Branding, digital marketing knowledge, local-resource-based promotion, and social-media marketing capability also improved. The pattern is consistent with the hands-on design and use of accessible digital tools.


Implications— The integrated low-cost approach can support practical MSME capability development using familiar tools and locally available resources. Continued mentoring and longer-term follow-up are needed before drawing conclusions about sustained market reach, customer growth, or business performance.

Keywords

Digital Marketing Branding Local Resources MSMEs Community Empowerment

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Latief, F., Firman, A., Askar, H., Achmad, M. F., Julianti, R. A., & Ramdhani, A. M. R. (2026). Strengthening Rural MSME Digital Marketing and Branding Capabilities through a Low-Cost Local-Resource-Based Program. Advances in Community Services Research, 5(1), 11–20. https://doi.org/10.60079/acsr.v5i1.1217
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