Pemberdayaan UMKM Batik Gama Wening melalui Pengembangan Identitas Merek Berbasis Kearifan Lokal dan Media Pemasaran Digital Berbasis Storytelling
Year: 2026
Type: article
Abstract: Batik Gama Wening, a micro, small, and medium enterprise (MSME) located in Pait Village, Kasembon District, Malang Regency, lacks an adequate brand identity and effective digital marketing management. This community service program aimed to develop a brand identity rooted in local wisdom and enhance the partner's capacity to create storytelling-based digital marketing content to support market expansion. The program involved needs assessment, collaborative brand identity development through a co-creation approach, training in storytelling-based digital marketing content development, outcome-based evaluation, and sustainability enhancement. The program outputs included a logo and corporate color scheme reflecting local characteristics, brand identity applications across supporting media, packaging design, a one-month content calendar, and 12 Instagram content packages. The partner also demonstrated the ability to explain the meaning of the brand identity, plan content themes, develop content using Gemini AI, and prepare materials for publication. Periodic monitoring is necessary to assess the consistency of implementation, the partner's management capacity, and the program's contribution to market expansion and sales transactions.
Institution: State University of Malang
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7225328364