A Community-Based Approach to Digital Marketing and Branding for Sustainable Entrepreneurship in MSMEs Nindya Saraswati (a*), Indra Fajar Alamsyah (b), Yudha Dwi Nugraha (c), Nina Maharani (d), Fania Rasia Islami (e), Rabbani Raya Gumilar (f)
a) Faculty of Economics and Business, Universitas Islam Bandung, Indonesia
b) Faculty of Economics and Business, Universitas Islam Bandung, Indonesia
c) Faculty of Economics and Business, Universitas Islam Bandung, Indonesia
d) Faculty of Economics and Business, Universitas Islam Bandung, Indonesia
Abstract
Citaman Village is a village in Nagreg District, Bandung Regency, West Java, with the natural beauty of a rural area surrounded by green hills and cool air. Citaman Village is one of the examples of tourism village development by highlighting local wisdom, nature and culture from 14 villages in Bandung Regency that are included in the ^Bedas Kalamdaya^ program rolled out by the Bandung Regency Tourism and Culture Office. Efforts to develop Citaman Village as a tourist village cannot be separated from the increasing potential for tourism and culinary-based entrepreneurship in Citaman Village. In addition, Citaman is also known for its local products such as traditional foods and processed snack products. MSMEs in this village are diverse, ranging from food processing to small businesses in the traditional culinary sector. However, most MSMEs in Citaman still face obstacles in marketing, especially in utilizing digital technology to reach a wider market. This potential provides great opportunities for the development of more innovative and sustainable entrepreneurship, including through strengthening branding and digitalization of MSME marketing in Citaman Village. This step aims to help Citaman Village increase the number of tourist visits while optimizing its potential through the implementation of digital marketing and branding downstream strategies. This activity is carried out by prioritizing an approach in the form of introducing and training digital marketing, sustainable product innovation, and strengthening branding for SMEs who are the driving force of the tourism sector in Citaman Village.
Keywords: Digital Marketing, Branding, Sustainability, Entrepreneurship, MSMEs
Topic: Economic Welfare in Terms of Islamic Perspective
