Culinary MSMEs Brand Performance and Online Market Expansion through Digital Marketing Literacy

Joko Purdiyanto, Abd. Wahab Syahroni, Malikah Umar, Moh. Habibur Rohib, M. Saffan Azizi. S, Cepryana S Widyananda

Abstract


The fast pace of digital technology development forces Micro, Small and Medium Enterprises (MSMEs) to adopt digital marketing strategies in order to increase competitiveness and market reach. Besides that, some of the culinary MSMEs in Balanggar Village, Pakong District, Pamekasan Regency still use traditional marketing and have a low digital marketing literacy level so they do not have much presence on online channels and have limited access to market. Consequently, MSMEs branding activities should implement digital marketing practices to improve their branding performance and increase the development of online markets. The community service program, which was run and supported by several MSME partners, including Es Lumut Mama, implemented the ABCD (Asset Based Community Development) approach as a solution tailored to existing potential for sustainable business development. There were 15 MSME participants, and the program consisted of needs assessment, training in digital marketing, mentoring in social media management, digital content creation, branding development, utilization of marketplaces and develop a website-based online ordering system. Some milestones achieved from this program include a rebranding of the Es Lumut Mama logo, a digital product catalog, activating and optimizing 15 MSME social media accounts, as well as building a website-based ordering platform. The evaluation results showed that the participants’ overall average digital marketing literacy score increased from 1.4 in the pre-test to 3.8 in the post-test on a five-point scale. In addition, 12 participants (80%) created at least three promotional contents, 10 participants (67%) created or optimized Instagram Business accounts, and 8 participants (53%) developed product catalogs through WhatsApp Business. It also tackles Sustainable Development Goal 8: Decent Work and Economic Growth, and Sustainable Development Goal 9: Industry, Innovation and Infrastructure by improving the competitiveness of MSMEs through adoption of digital technology.


Full Text:

PDF

References


Aghni, M. S., & Anzie, L. P. (2025). Peran digital marketing dalam meningkatkan daya saing UMKM di Indonesia: Tinjauan literatur terbaru. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 2(3), 01–07. https://doi.org/10.69714/am5r6c30

Andini, A., Ridwan, Putri, R., Salwa, D., Idam, & Owen, D. (2025). Strategi branding dan pemasaran digital untuk meningkatkan penjualan produk pada UMKM mins di pasar digital. Jurnal Nuansa : Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 3(3), 12–18. https://doi.org/10.61132/nuansa.v3i3.1860

Auliya, Y. A., Hadits, N., Kurniawan, M. R., & Muhammad, A. Q. H. (2025). Paseban kawis: Pemberdayaan UMKM desa Kalibaru Manis berbasis teknologi. Dedication : Jurnal Pengabdian Masyarakat, 9(2), 331–340. https://doi.org/10.31537/dedication.v9i2.2575

Chairunnisa, N. M., Qintharah, Y. N., Mahmudah, H., & Jalil, A. R. (2025). Digital transformation of MSMEs through B2C e-commerce adoption: A study of Mitra Karsa Selaras cooperative. Pena Dimas: Jurnal Pengabdian Masyarakat, 4(1). https://doi.org/10.33474/penadimas.v4i1.26550

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Faturrahman, Subhan, E. S., & Shoalihin. (2025). Pengembangan UMKM berbasis transformasi digital dalam mendorong pertumbuhan ekonomi lokal. Advances in Management & Financial Reporting, 3(3), 990–1008. https://doi.org/10.60079/amfr.v3i3.622

Fuadi, D. S., Akhyadi, A. S., & Saripah, I. (2021). Systematic review: Strategi pemberdayaan pelaku UMKM menuju ekonomi digital melalui aksi sosial. Diklus: Jurnal Pendidikan Luar Sekolah, 5(1), 1–13. https://doi.org/10.21831/diklus.v5i1.37122

González-Varona, J., López-Paredes, A., Poza, D., & Acebes, F. (2021). Building and development of an organizational competence for digital transformation in SMEs. Journal of Industrial Engineering and Management, 14(1), 15. https://doi.org/10.3926/jiem.3279

Hardaningtyas, R., & Artikasari, H. (2022). Inovasi desain kemasan produk & repackaging pada UMKM Rengginang “Bu Tamsuni.” PENA DIMAS: Jurnal Pengabdian Masyarakat, 1(1). https://doi.org/10.33474/penadimas.v1i1.18481

Islamudin, M. S., Yani, A. R., & Widyasari. (2025). Re-desain brand identity UD KS PRO sebagai UMKM di bidang otomotif. Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced, 3(2), 896–907. https://doi.org/10.61579/future.v3i2.476

Kotler, P., & Keller, K. L. (2020). Manajemen Pemasaran: Jilid 1 (Edisi Kedua). Erlangga.

Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466. https://doi.org/10.1016/j.ijinfomgt.2021.102466

Kurniawan, A. D. (2025). Faktor-faktor yang mempengaruhi keputusan pembelian konsumen generazi z pada aplikasi Shoppe era digital. Jurnal Entrepreneur Dan Manajemen Sains (JEMS, 6(2), 990–1003.

Lestriani, Restiawati, D., Sapitri, N. A., Hidayat, M., Napisah, S., Dzikrillah LLAH, RR. A., & Maris, S. F. (2024). Implementasi pengabdian masyarakat melalui branding, packaging, dan digital marketing: Studi kasus produk UMKM kue basah di Desa Cileungsing. Jurnal Pengabdian West Science, 3(05), 581–594. https://doi.org/10.58812/jpws.v3i05.1167

Maharani, D. A., & Hasibuan, R. R. (2024). Peningkatan kemampuan pemasaran digital pada UMKM di Desa Sumbang Purwokerto untuk meningkatkan daya saing dan jangkauan pasar. ABDI MAKARTI, 3(2), 130. https://doi.org/10.52353/abdimakarti.v3i2.730

Ndraha, A. B., Zebua, D., Zega, A., & Zebua, M. K. (2024). Dampak ekonomi digital terhadap pertumbuhan UMKM di era industri 4.0. Jurnal Ilmu Ekonomi Dan Bisnis, 1(1), 27–32. https://doi.org/10.70134/jukoni.v1i1.23

Nuseir, M. T. (2018). Digital media impact on SMEs performance in the UAE. Academy of Entrepreneurship Journa, 24(2), 1–13.

Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011

Pemkab Pamekasan. (2022). Digitalisasi dan pemasaran UMKM daring di Pamekasan. https://pamekasanhebat.com/2022/01/17/digitalisasi-dan-pemasaran-umkm-daring-di-pamekasan/

Rajagukguk, D. L., & Rusadi, U. (2025). Digitalization and globalization: Transformation of UMKM in the digital era. Journal of Social Political Sciences, 6(1), 15–24.

Ramadiansyah, S. A., & Pratiwi, N. I. (2024). Pelatihan pemanfaatan media sosial Instagram sebagai alat promosi produk UMKM di Desa Sibang Gede Abiansemal Bali. Jurnal Pengabdian Kepada Masyarakat Nusantara, 5(2), 2694–2701. https://doi.org/10.55338/jpkmn.v5i2.3330

Rujitoningtyas, C. N., Nugraha, E. R., Laksana, H. D., Apriyanto, Y., & Dewi, N. G. (2025). Enhancing digital literacy for business development in micro, small, and medium enterprises (MSMEs) through banking initiatives at the rural level in Indonesia. Jurnal Akuntansi Dan Bisnis, 10(02), 122. https://doi.org/10.47686/jab.v10i02.735

Saputra, F. T., Indrabudi, T., Dirgahayu, D., Karman, & Mudjiyanto, B. (2023). Initiatives of the Indonesian government for digital transformation in rural areas. E3S Web of Conferences, 444. https://doi.org/10.1051/e3sconf/202344403001

Sulistiyowati, E., & Rahmawati, I. D. (2024). Digital marketing drives MSME sales growth in Indonesia. Indonesian Journal of Law and Economics Review, 19(2). https://doi.org/10.21070/ijler.v19i2.1090

Syah, S., Asrofi, A., & Hidayatullah, A. R. (2025). Pelatihan UMKM dalam menghadapi tantangan pemasaran di era digital: Studi kasus UMKM Desa Sepulu, Kecamatan Sepulu, Kabupaten Bangkalan. Indonesia Bergerak : Jurnal Hasil Kegiatan Pengabdian Masyarakat, 3(1), 56–64. https://doi.org/10.61132/inber.v3i1.719

Triansyah, F. A., Thania, A. C., Ritonga, M., Lubis, N. P. S., Tharifah, N. T., Balqis, S., & Yaqin, M. A. (2025). Empowering micro, small, and medium enterprises through education on the utilization of QRIS as a digital transaction alternative. Pena Dimas: Jurnal Pengabdian Masyarakat, 4(1). https://doi.org/10.33474/penadimas.v4i1.29539

Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., 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

Wardhana, A. (2024). Brand Management in The Digital Era. Eureka Media Aksara.

Wuisan, D., Meilani, Y. F. C. P., Shinta, A., Tanawa, A. F., Agustina, M. I., Ariana, N. E. D., Maharani, P., & Salsabil, S. (2025). Pengembangan produksi dan digitalisasi pemasaran bagi UMKM di sektor kuliner cooked by Annisa (Hasil luaran PKM). Indonesian Marketing Journal, 52–62. https://doi.org/10.19166/imj.v4i1.9677




DOI: http://dx.doi.org/10.33474/penadimas.v4i2.30325

Refbacks

  • There are currently no refbacks.


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

Pena Dimas: Jurnal Pengabdian Masyarakat is indexed by:

  

    

        

       

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