Digital Branding–Based Transformation of DNA Crab MSMEs to Enhance Local Product Competitiveness

Fajrul Falah; Riris Tiani; Bagus Nuari; Nailul Fauziyah; Pande Maharani Lumbanbatu; Naufal Arya Ramadhan; An’nisa Setya Dewi; Sofia Nur Izzati; Nansa Tria Handini; Naufal; Taqy Murtadha; Matthew Wilson Parulian L. Tobing; Fatimah Zahra

doi:10.35568/abdimas.v9i1.7588

Authors

Fajrul Falah Department of Literature, Universitas Diponegoro, Semarang, Indonesia
Riris Tiani Department of Linguistics, Universitas Diponegoro, Semarang, Indonesia
Bagus Nuari Department of Engineering, Vocational School, Universitas Diponegoro, Semarang, Indonesia
Nailul Fauziyah Department of Psychology, Universitas Diponegoro, Semarang, Indonesia
Pande Maharani Lumbanbatu Universitas Diponegoro, Semarang, Indonesia
Naufal Arya Ramadhan Universitas Diponegoro, Semarang, Indonesia
An’nisa Setya Dewi Universitas Diponegoro, Semarang, Indonesia
Sofia Nur Izzati Universitas Diponegoro, Semarang, Indonesia
Nansa Tria Handini Universitas Diponegoro, Semarang, Indonesia
Naufal Universitas Diponegoro, Semarang, Indonesia
Taqy Murtadha Universitas Diponegoro, Semarang, Indonesia
Matthew Wilson Parulian L. Tobing Universitas Diponegoro, Semarang, Indonesia
Fatimah Zahra Universitas Diponegoro, Semarang, Indonesia

DOI:

https://doi.org/10.35568/abdimas.v9i1.7588

Keywords:

Digital Branding, MSMEs, Community Service, Visual Marketing, Local Product Competitiveness

Abstract

MSMEs DNA Crab is one of the potential Micro, Small, and Medium Enterprises (MSMEs) that focuses on collecting (supplier) and developing mangrove crabs located in Blacanan Village, Siwalan District, Pekalongan Regency, Central Java. Through this community service program, MSMEs DNA Crab is assisted in the digital transformation process to increase the competitiveness of local products. The objective of this activity is to create an effective digital branding strategy through innovative visual media-based promotion and the use of communicative language. One form of digital transformation that has been carried out is the creation of MSMEs' profile videos that showcase the business process, product advantages, and the story behind the brand as a form of attractive visual promotion. The methods used include surveys, field observations, in-depth interviews with partners, as well as literature studies from various previous references, training, and mentoring. The results show an increase in digital literacy among MSME players, the creation of structured visual branding assets, such as e-catalogues, branding videos, and the launch of online promotion platforms, which indicate that local products are better prepared to compete in the digital market.

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