Pemberdayaan UMKM Batik Gama Wening melalui Pengembangan Identitas Merek Berbasis Kearifan Lokal dan Media Pemasaran Digital Berbasis Storytelling
Abstract
Batik Gama Wening, a micro, small, and medium enterprise (MSME) located in Pait Village, Kasembon District, Malang Regency, lacks an adequate brand identity and effective digital marketing management. This community service program aimed to develop a brand identity rooted in local wisdom and enhance the partner's capacity to create storytelling-based digital marketing content to support market expansion. The program involved needs assessment, collaborative brand identity development through a co-creation approach, training in storytelling-based digital marketing content development, outcome-based evaluation, and sustainability enhancement. The program outputs included a logo and corporate color scheme reflecting local characteristics, brand identity applications across supporting media, packaging design, a one-month content calendar, and 12 Instagram content packages. The partner also demonstrated the ability to explain the meaning of the brand identity, plan content themes, develop content using Gemini AI, and prepare materials for publication. Periodic monitoring is necessary to assess the consistency of implementation, the partner's management capacity, and the program's contribution to market expansion and sales transactions.
References
Doshi, A. R., & Hauser, O. P. (2024). Generative AI enhances individual creativity but reduces the collective diversity of novel content. Science Advances, 10(28), eadn5290. https://doi.org/10.1126/sciadv.adn5290
Fluhrer, P. (2026). The role of storytelling in the branding of SMEs. Journal of Brand Management, 33(3), 269–291. https://doi.org/10.1057/s41262-025-00418-8
Fluhrer, P., & Brahm, T. (2026). How small businesses build their brands in a digital world: A systematic review. Review of Managerial Science, 20(6), 1965–2000. https://doi.org/10.1007/s11846-025-00931-9
Ind, N., Iglesias, O., & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24(4), 310–321. https://doi.org/10.1057/s41262-017-0051-7
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271–280. https://doi.org/10.1016/j.jdmm.2017.05.003
Noy, S., & Zhang, W. (2023). Experimental evidence on the productivity effects of generative artificial intelligence. Science, 381(6654), 187–192. https://doi.org/10.1126/science.adh2586
Rindell, A., & Santos, F. P. (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management, 28(5), 545–558. https://doi.org/10.1057/s41262-021-00243-9
Santos, F. P., Burghausen, M., & Balmer, J. M. T. (2016). Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands. Journal of Brand Management, 23(1), 67–88. https://doi.org/10.1057/bm.2015.48
Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing brand image in the digital era: Evidence from small and medium-sized enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314–340. https://doi.org/10.22146/gamaijb.51886
Copyright (c) 2026 Joko Samodra, Bunga Fefiana Mustikasari, Nuril Kusuma Wardani, Dennaya Cintya Danastri, Muhammad Aris Ichwanto, Salsabila Thifal Nabil Haq, Olyvia Nurrizma Windyaningrum, Grace Gabriela Maneking, Daeco Andrian, Bayu Pangestu
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with KENDURI: Jurnal Pengabdian dan Pemberdayaan Masyarakat journal agree to the following terms:
- Authors retain copyright and grant the KENDURI: Jurnal Pengabdian dan Pemberdayaan Masyarakat journal right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
