Sosialisasi Kewirausahaan dan Pemasaran Digital UMKM Guna Meningkatkan Citra Merek dan Daya Saing Ekonomi Masyarakat Desa Dukuh, Kecamatan Bayat, Kabupaten Klaten

Abstract

The program covering entrepreneurship and digital marketing outreach for MSMEs along with activities ranging from setup to the implementation of QRIS in Dukuh Village (specifically for Mranggen residents) serves to enhance brand image and economic competitiveness through the use of digital technology. The outreach encompassed various activities, such as strategies to strengthen product image, the use of social media for product promotion, and guidance on the QRIS setup process. The methodology employed was Asset-Based Community Development (ABCD), utilizing five key stages (discovery, dream, design, define, and destiny) that focused on optimizing residents' internal assets and smartphones. The results indicate a shift in residents' entrepreneurial mindset from conventional to progressive, improved skills in creating product catalogs on WhatsApp Business and Facebook, and enhanced product visual identity through basic photography training. The initiative also facilitated the on-the-spot creation of cashless payment accounts, addressing the initial situation where 80% of MSME transactions were cash-based. However, full digital adoption still faces obstacles, including limited digital literacy, cash-based transaction habits among certain market segments, and business owners' concerns regarding production capacity in the event of a surge in orders (over-demand).