Pelatihan Personal Branding bagi Pelaku Usaha Mikro di Desa Sukamaju, Kabupaten Ciamis, Jawa Barat: Pendekatan Pengabdian kepada Masyarakat
DOI:
https://doi.org/10.58586/n0qttq24Keywords:
personal branding; usaha mikro; pengabdian masyarakat; Desa Sukamaju; digital marketingAbstract
Usaha mikro di Desa Sukamaju, Kabupaten Ciamis, Jawa Barat, menghadapi tantangan serius dalam hal visibilitas dan daya saing di era digital. Sebagian besar pelaku usaha belum memahami konsep personal branding sebagai strategi diferensiasi yang efektif. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pemahaman, keterampilan, dan penerapan personal branding bagi pelaku usaha mikro melalui pendekatan pelatihan partisipatif berbasis kebutuhan lokal. Pelaksanaan dilakukan selama lima hari pada Januari 2026 dengan melibatkan 35 peserta yang terdiri atas pelaku usaha mikro aktif. Metode yang digunakan mencakup ceramah interaktif, workshop praktik, studi kasus, dan pendampingan individual. Hasil kegiatan menunjukkan peningkatan signifikan pada aspek pemahaman konsep personal branding (dari rerata 40% menjadi 87%), keterampilan membangun identitas merek digital, serta kepercayaan diri dalam memasarkan produk secara daring. Kegiatan ini memberikan kontribusi nyata terhadap pengembangan kapasitas sumber daya manusia dan penguatan ekosistem wirausaha lokal di wilayah Ciamis.
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