The Role of Digitalization and Local Branding in Enhancing UMKM

Abstract

This study summarizes ten research articles concerning strategies for the development and empowerment of Micro, Small, and Medium Enterprises (UMKM) across various regions in Indonesia, focusing on the application of digitalization, strengthening branding, and community engagement. The findings show that digital transformation is a key factor in enhancing MSMEs’ competitiveness, particularly through the utilization of social media, e-commerce, and websites for product promotion. Various training programs, mentoring, and synergy among government bodies, academics, and business practitioners have proven effective in building UMKM’ capacity. Furthermore, strengthening the identity of local products through visual and narrative branding helps solidify UMKM positions in national and global markets. Contributions from student community service activities and the active role of village governments in MSME digitalization also serve as good practices that promote local economic growth. Overall, a collaborative approach and technology adaptation are essential strategies for sustainable and competitive UMKM development.