MSME Development Strategy through Branding Training and Business Digitization by DPPKB in Malang Regency

: This activity aims to increase partners' understanding of branding and digital business to strengthen product images and marketing strategies in the digital market. This activity lasted for six weeks in 49 villages with 1,377 participants. The stages of this activity include (1) identification of partner problems, (2) branding training and business digitization, (3) creating social media and e-commerce accounts, (4) making packaging and logo designs, (5) monitoring and evaluation, and (6) activity report. The results of this activity are that 61% of all participants understand the importance of social media, 59% of participants understand the importance of branding, 55% of participants understand the importance of e-commerce, 50% of participants understand social media, 48% of participants understand the meaning of branding, 47% of participants understand about e-commerce. In addition, 661 of 1,377 participants who previously did not have a social media account now have one, and 1,063 participants who previously did not have an e-commerce account now have one.


INTRODUCTION
Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the people's economic system to eradicate poverty problems.Their development can expand the economic base and significantly improve the regional economy and national economic resilience.This sector significantly reduces unemployment and poverty, advance welfare, and shapes the nation's character (Rahayu, 2011).MSMEs are also one of the most resilient sectors in the Indonesian economy.It is proven that after the crisis in 1997 and 2008, the growth of MSMEs increased yearly.Based on data reported on the BPS website, the development of MSMEs in 2011 -2013 is shown in the following table: From the table above, it can be seen that MSMEs in Indonesia have experienced significant growth.It was noted that from 2011 to 2013, the growth of MSMEs in Indonesia was at an average rate of 2.46%.In line with the change in number, the absorbed workforce from this sector also increased to an average of 14.19%.This data increased the region's Gross Domestic Product (GDP) contribution, whose output reached an average of 6.21%.In 2008, the contribution of MSMEs to national foreign exchange also increased by 28.94% through nonoil exports (Hamid & Susilo, 2011).In the same year, MSMEs contributed to the national GDP at constant prices in 2000, Rp. 1,165.26trillion or 58.33% of the total GDP (Indrawan, 2019).The strength of MSMEs in the Indonesian economy makes it one of the government's development priorities in the Government Work Plan (RKP).It is also considered capable of bringing the great potential to move the community's economy and become the foundation for the income source of some people for their welfare (Utomo, 2017).
Most MSME business players are still too focused on the trade process and ignore the branding side of their products.It is due to ego, closed nature, ignorance, and feelings of complacency with the products they sell.On the other hand, MSME actors also do not understand branding benefits.Entrepreneurs' character is less positive, and they have not received training and assistance on branding strategies.(Oktaviani, Sariwaty, Rahmawati, F., & N., 2018).
Because branding is one of the strategies in marketing a product, this will significantly influence a consumer's decision-making, so planting a strong product image through branding must be appropriately applied to a product (Kotler & Keller, 2009).Poor brand management will suppress consumer interest in a product, and the worst thing that can happen is that the product can potentially be lost in the market (Kotler & Keller, 2009).
On the other hand, the digital revolution is an increasingly happening phenomenon today, and business digitization is one of the suitable methods to compete in the era of society 5.0.The role of marketing strategy is crucial in developing digital technology and developing plans to attract consumers and direct them to a mix of electronic and traditional communications (Chaffey, Chadwick, Mayer, & Johnston, 2009).Therefore, business digitization is currently very influential for government programs to support MSMEs as the wheels of the country's economy (Sulchan, Maslihatin, & Yulikah, 2021).
In addition, the development of MSMEs in Indonesia was also accompanied by the proliferation of online markets, which shifted people's shopping tastes (Rohimah, 2018).As in the editorial media that aired on October 27, 2017, on the Trans 7 tv channel, it was informed that one of the well-known retailers in Jakarta named Lotus did a warehouse wash and completely closed all of its shops at the end of October.A similar incident also happened to Giant.The largest retailer-owned by PT Hero Supermarket was forced to close due to the shift in the public spending trend, which is increasingly disinterested in the hypermarket model (Ramli, 2021).This event made business digitization the right strategy to reach a broader market (Qamari, Herawato, Handayani, Junaedi, & Jati, 2020).
Unfortunately, the expansion of digitization is still spreading in cities with adequate infrastructure.Following these conditions, research from the Ministry of National Development Planning (Bappenas) states that the main problems MSME actors face in digitalization are the lack of operational facilities and mastery of digital platforms.Even though some of the MSME products in areas not reached by digitization also have good production values.MSMEs are also deemed necessary to follow technological developments for more comprehensive product marketing to create significant opportunities and encourage industrial growth in the country (Ahmad, Syamsuardi, & Farid, 2021).
The Department of Population Control and Family Planning (DPPKB) Malang Regency is one of the government agencies tasked with carrying out some of the Regent's duties in population control, family planning, and family welfare resilience (DPPKB, 2021).In carrying out its duties, DPPKB is also responsible for developing MSME products to improve the welfare of family planning in the community.However, based on the research they conducted on several MSMEs in 64 villages in Malang Regency, the main thing that caused local products to be underdeveloped was the low mastery of technology, leading to low literacy levels regarding digital business and branding.
Referring to these two conditions, the Malang Regency Regional DPPKB and Jagoan Indonesia held branding training activities and business digitization for MSME actors in Malang Regency.This activity was attended by 1,377 participants in 49 villages in Malang Regency.
This community empowerment program aims to introduce and implement branding and digital business in business marketing.The strategy taken to achieve this goal is through a program that is divided into the following three activities: 1 The duration of all these activities is six weeks, divided into three stages: the socialization stage, the training stage, and the mentoring stage.Evaluation of the implementation of this program is carried out with the following approach: 1.

Branding and Business Digitization Training
This first activity was conducted at the KB Center in Sempok Village, Pagak District.The total duration of the training is 90 -120 minutes.Participants in each village were combined into 1 group with 1 product representative selected by DPPKB.Activities are carried out in the format of presentations and practice with the facilitator.Before the presentation begins, the facilitator distributes a pre-test questionnaire to measure the extent to which participants understand the material to be presented.After that, the presentation explained the branding material, which consisted of understanding, stages, objectives, elements, and colour psychology in branding.After the material is finished, it is continued with the delivery of business digitization material which consists of the understanding and urgency of digital business, Instagram marketing, steps to create a store account in e-commerce, and how to sell in ecommerce.

Figure 2. Overview of Design Examples
The mentoring program success evaluation is carried out through an understanding test through post-test questionnaires distributed after the training.The correct branding elements implementation in the packaging and digital marketing understanding are the benchmarks for the success of this program.From the two tests, the following results were obtained: Based on the diagram above, it can be concluded that 70% of all training participants agreed that the speaker explained and mastered the material well.Furthermore, 61% of all participants understand the importance of social media, 59% of participants understand the importance of branding, 55% of participants understand the importance of e-commerce, 50% of participants understand social media, 48% of participants understand the meaning of branding, 47% of participants understand e-commerce.In addition, 661 of 1,377 participants who previously did not have a social media account now have one, and 1,063 participants who previously did not have an e-commerce account now have one.

Creating Store Accounts on Social Instagram and E-Commerce Shopee
After the presentation material was delivered, participants were asked to follow the facilitator's instructions to create a shop account on Instagram social media and Shopee ecommerce.Instructions are prepared step by step with the help of explanations from the facilitator so that participants can follow them optimally.The following is a list of shop account names for MSME participants and the types of products:

Making Packaging and Logo Design
To assist participants in digital marketing their products, Jagoan Indonesia provides three designers who will assist in making packaging designs and product logos.At the end of the event, participants were also asked to fill out an online questionnaire containing the desired design criteria to be poured into the packaging and logo.These design criteria filling is expected to be adjusted with the submitted branding elements to maximize these products' marketing.The duration of making the packaging design is 24 hours, with a maximum revision of 2 days after the design arrives at the group representative.The following is a questionnaire and some logo and packaging designs examples that are formed according to each MSME criteria: 13 What is your brand/product slogan 14 PIRT/BPOM number….MSME partners can open their stores and do digital marketing on social media and marketplaces.In addition, they admit that they feel more confident with the packaging design and product logo based on the branding elements conveyed.This activity is expected to increase local product sales productivity and improve the Gross Regional Domestic Product in the Malang Regency area.
Suggestions for the future need to be monitored to see the development of each MSME actor so that it can run well and the MSME actors can develop their business for the better.

BIBLIOGRAPHY
Figure 1.Activity Implementation Process Plan

Figure 3 .
Figure 3. Results of Pre-test and Post-test

15
Composition/raw material you want to include 16 If so, what net weight do you want to include in the package?Source: Author (2021) Source: Author (2021)

Figure
Figure 4. Example of Packaging Design

Table 2 List of Participants and Location of Activities N o.
Source:Author (2021)

Table 2 List of MSME Participant Store Account Names and Types of Products No Instagram account Shopee account Types of products
Source:Author (2021)

Table 3 Questionnaire for Product Design and Packaging Logo
Do you already have a product logo?7 If so, do you want to change your logo?What color combination do you want? 10 What packaging size do you want?11 What kind of packaging do you want 12 Do you have a photo of the finished material you want to appear on the new packaging?