Pengaruh Pelatihan Kewirausahaan terhadap Peningkatan Kompetensi Branding dan Digital Marketing Pelaku UMKM Binaan Rumah BUMN Telkom Samarinda
DOI:
https://doi.org/10.55606/jekombis.v5i2.6226Keywords:
Branding, Digital Marketing, MSMEs, Rumah BUMN, SamarindaAbstract
This community service activity aims to evaluate the effect of entrepreneurship training on increasing branding and digital marketing competencies for Micro, Small and Medium Enterprises (MSMEs) under the guidance of Rumah BUMN Telkom Samarinda. The main problem faced by partners is a low understanding of the legal aspects of brands and limited technical skills in using digital media to expand market reach. The implementation method uses a quantitative evaluation approach for 10 training participants through structured curriculum stages (Introduction, Intermediate, and Advance). Measuring the success of competency is carried out using a post-test instrument which is given after the material intervention is completed. The results of the activity showed very significant achievements with the group's average score reaching a score of 97 out of a scale of 100, which is categorized as a very good level of understanding. Participants successfully demonstrated mastery of trademark registration procedures in accordance with Law no. 20 of 2016 as well as skills in managing digital devices such as WhatsApp Business and visual design applications for creative content. This training has proven effective in increasing the competitiveness of local Samarinda MSMEs to accelerate transformation towards a competitive digital economic ecosystem.
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