Pendampingan Digital Marketing dan Penguatan Brand Awareness pada UMKM Maraka Ecoprint

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia’s economy, yet they still face various challenges in business development, particularly in digital marketing and brand strengthening. Maraka Ecoprint is an MSME engaged in fashion and handicrafts based on the ecoprint technique, located in Bekasi Regency. This study aims to analyze the business condition of Maraka Ecoprint using the Business Model Canvas (BMC) and SWOT Analysis approaches, as well as to implement business development strategies through digital marketing. The research method employed is descriptive qualitative, utilizing observation, interviews, documentation, and direct assistance over a two-month period. The results indicate that the strategies implemented include updating the company profile, activating social media, optimizing e-commerce platforms, registering the business location on Google Maps, creating promotional banners, and organizing ecoprint workshops. These strategies successfully enhanced business visibility, strengthened brand awareness, reactivated digital marketing channels, and increased social media followers. This assistance program has had a positive impact on the development of Maraka Ecoprint’s business and can serve as a model for MSME development based on digital marketing.