Strengthening the Branding of Woven Bag Through Digital Media: A Community Engagement Program in Ngadisanan, Ponorogo

Abstract

Digital technology provides opportunities for MSMEs to expand market reach and strengthen product branding. However, woven-bag MSMEs in Ngadisanan Village, Ponorogo, still rely mainly on word-of-mouth marketing. This community engagement program aimed to strengthen branding and digital marketing capacity using the Asset-Based Community Development (ABCD) approach through asset identification, branding education, and digital media training. The results show that the village has valuable assets, including skilled artisans, quality products, established market networks, and resellers. The program increased participants’ awareness of branding and digital promotion, although measurable impacts on sales, market expansion, and long-term digital adoption require further evaluation. The ABCD approach demonstrates potential for strengthening local MSME capacity and supporting sustainable community economic development.