Pelatihan Pemasaran dan Branding Terhadap Pelaku UMKM Cibeber, Purwakarta, Jawa Barat

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in Desa Cibeber, Purwakarta face significant challenges in product marketing, especially in brand visibility and the use of digital marketing. This community service program aims to enhance the knowledge and skills of MSME actors in marketing strategies, branding, and digital marketing to improve the competitiveness of local products. The method used combines counseling, practical training, and personal consultation with a participatory approach. The results show a significant increase in participants’ understanding of digital marketing concepts and their ability to create promotional content and manage business accounts on digital platforms. Personal mentoring provided tailored solutions according to each participant’s needs, making the marketing strategies relevant and effective. In conclusion, this program successfully strengthens the marketing capacity of MSMEs in Desa Cibeber, positively impacts business sustainability, and encourages a more adaptive mindset toward modern marketing opportunities.

Keywords: MSMEs, digital marketing, branding, training, empowerment