IMPLEMENTASI BRANDING PADA MEDIA SOSIAL UNTUK PENGEMBANGAN EKOSISTEM DIGITAL UMKM PADA BUMKAL TRENGGINAS BATIK NITIK TRIMULYO BANTUL

Abstract

The implementation of branding through social media, particularly Instagram, is carried out to support the development of the digital ecosystem for MSMEs at BUMKal Trengginas Batik Nitik Trimulyo, Bantul. The main challenge faced is the limited knowledge of MSME actors in effectively utilizing digital technology to market Batik Nitik products. This community service activity aims to optimize the use of social media in enhancing the visibility and competitiveness of Batik Nitik products. The methods applied include training in visual content creation, professional management of Instagram accounts, and guidance in designing branding strategies that align with the product's character. In addition, socialization and assistance were provided regarding the registration of Intellectual Property Rights (IPR) to protect the trademarks of Batik Nitik's MSME actors. The results of this activity have provided significant benefits for MSME actors, including improved skills in effectively managing social media, understanding strong branding strategies, and protecting their trademarks through IPR registration. This activity is expected to strengthen the image of Batik Nitik in the digital market and help ensure the sustainability of businesses in the era of digital transformation.