Strengthening The Competitive Advantage Of Beginner Self-Employed Workers Through Digital Marketing Literacy And Product Branding

Yulia Nurendah, Ani Mekaniwati, Mumuh Mulyana, Siti Ita Rosita, Resa Sukmawati, Alvira Nur Dzikriyah

Abstract


Strengthening digital marketing literacy and product branding strategies for Beginner Self-Employed Workers (TKMP) in Cileungsi represents an urgent priority to enhance business competitiveness and market access. This community engagement program was designed to improve participants’ skills through training and mentoring in social media– and marketplace-based marketing, as well as in building strong product branding through logo design, standardized packaging, and consistent storytelling. The implementation consisted of three stages: preparation and socialization, execution, and reporting. The results indicate that participants significantly improved their knowledge and skills in utilizing digital platforms such as Instagram, TikTok, WhatsApp Business, and online marketplaces. Moreover, the branding training enabled participants to develop basic visual identities and strengthen their understanding of differentiation and product positioning. The program’s effectiveness was supported by participants’ enthusiasm, the relevance of the materials, and the practical approach that allowed direct application of skills. Nevertheless, challenges remain, including limited access to devices, disparities in digital literacy, and constraints in training duration. Overall, the program had a positive impact by raising awareness of the importance of digital marketing and branding, equipping participants with initial capabilities to increase competitiveness, expand market reach, and foster economic independenc

Keywords— Digital Marketing Literacy; Product Branding; Beginner Self-Employed Workers (TKMP)

Keywords


digital marketing literacy, product branding, beginner self-employed workers

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v56.2.8032

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