Optimizing Branding and Sales through Digital Influencer Collaboration at Mie Omahan Wangkal MSMEs

Abstract

Mie Omahan Wangkal MSMEs are one of the micro business actors that face obstacles in expanding market reach, mainly due to weak branding and digital promotion strategies. The main problem lies in the lack of optimal use of social media, the absence of a consistent visual identity, and the lack of cooperation with local influencers. To answer these challenges, the implementation team initiated a community service program through the Community Partnership Program (PKM) scheme which prioritizes a collaborative and participatory approach. Service activities are carried out through observation stages, branding and promotion strategy planning, training and direct practice that actively involves partners. The solutions offered include market segmentation mapping, social media management training, creative visual content production, and facilitation of collaboration with local micro-influencers. The results of the program implementation showed a significant increase in digital engagement through social media, the formation of a more professional visual identity, and an increase in the understanding of partners in managing promotions independently. The short-term impact that can be seen is the increase in consumer interaction with MSME products, while in the long term it is expected to expand market reach and increase sales volume. This program proves that training-based and mentoring-based interventions are able to strengthen the competitiveness of MSMEs through optimizing digital branding strategies that are adaptive and relevant to market needs.