OPTIMIZING LOCAL POTENTIAL THROUGH CREATIVE ECONOMY TRAINING FOR KARANGREJO VILLAGE MSMEs
DOI:
https://doi.org/10.37478/mahajana.v7i1.6305Abstract
This community service aims to optimize the local potential of Karangrejo Village through creative economy training for Micro, Small, and Medium Enterprises (MSMEs). Karangrejo Village has various local resources that have the potential to be developed into value-added products; therefore, this activity is designed to improve participants' skills in local wisdom-based product processing, digital marketing strategies, and sustainable business management. The activity implementation method includes socialization, practice-based training, and intensive mentoring. Training was provided interactively with the main materials including product innovation, branding and packaging, utilization of social media for marketing, and business financial management strategies. In addition, assistance was provided in implementing the training results to ensure program sustainability. Evaluation of the success of the activities was carried out through direct observation, interviews with participants, and analysis of business development after the training. The results of the activities showed an increase in participants' skills in developing creative products, understanding digital marketing strategies, and managing businesses more effectively. Some participating MSMEs have succeeded in increasing the competitiveness of their products with more attractive packaging designs and utilizing digital platforms for marketing. With this training, it is expected that the creative economy based on local potential in Karangrejo Village can develop sustainably and contribute to the welfare of the community.
Downloads
Keywords:
creative economy, digital marketing, local potential, MSMEsReferences
Aisyah, S., Ladjin, N., Irwansyah, R., & Suryawan, M. A. (2025). The Role of the Creative Economy in Driving Local Economic Growth in the Digital Era. Jurnal Economic Resource, 8(2), 1486-1492. https://doi.org/10.57178/jer.v8i2.1781
Chen, M. (2024). Strategic Visual Art Communications for Small Business Success in Online E-Commerce. Frontiers in Art Research, 6(1), 22-26. doi: 10.25236/FAR.2024.060105.
Darsyah, M. Y., & Akbar, S. (2023). Optimising the role of creative economy in society through literature review: Empowerment strategies and sustainable development models. Journal of Community Dedication, 2(4), 529-544. https://felifa.net/index.php/JURCOMDED/article/view/668
Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: sustainability. Sustainability, 11(10), 2839. https://doi.org/10.3390/su11102839
Garczarek-Bak, U., Szymkowiak, A., Jaks, Z., & Jansto, E. (2024). Impact of product vs brand storytelling on online customer experience. International Journal of Wine Business Research, 36(3), 370-405. https://doi.org/10.1108/IJWBR-07-2023-0041
Himawati, D., Riswanti, S., Sitanggang, P. B., Apriyanti, R., & Akhirson, A. (2025). Integration of Creative Design and Visual Branding in Digital Marketing Strategy: Analysis of Innovation to Increase Brand Awareness and Market Identity of MSMEs. International Journal of Integrative Research, 3(10), 717-730. DOI: https://doi.org/10.59890/ijir.v3i10.77
Howkins, J. (2002). The creative economy: How people make money from ideas. London: Penguin UK.
Knie, L., Standl, B., & Schwarzer, S. (2022). First experiences of integrating computational thinking into a blended learning in?service training program for STEM teachers. Computer Applications in Engineering Education, 30(5), 1423-1439. https://doi.org/10.1002/cae.22529
Knowles, M. S., Holton III, E. F., & Swanson, R. A. (2014). The adult learner: The definitive classic in adult education and human resource development. Routledge. New York: Routledge.
Kotler, P., Keller, K. L., Chernev, A., Hemonnet-Goujot, A., Pez, V., & Manceau, D. (2025). Marketing Management (No. hal-05459799). https://ideas.repec.org/p/hal/journl/hal-05459799.html
Kreiterling, C. (2023). Digital innovation and entrepreneurship: A review of challenges in competitive markets. Journal of Innovation and Entrepreneurship, 12(1), 49. https://doi.org/10.1186/s13731-023-00320-0
Lestari, S. & Wicaksono, T. (2023). The Effectiveness of Digital Marketing Training for SMEs in Rural Areas: Challenges and Opportunities. Indonesian Journal of Community Development 8(1), 55–70. doi: 10.15294/ijcd.v8i1.55.
Manioudis, M., & Angelakis, A. (2023). Creative economy and sustainable regional growth: Lessons from the implementation of entrepreneurial discovery process at the regional level. Sustainability, 15(9), 7681. https://doi.org/10.3390/su15097681
Nugroho, A. & Prasetyo, D. (2022). Digital Transformation in Rural SMEs: Barriers and Strategies. Journal of Small Business and Rural Economics 10(3), 112–29. doi: 10.31850/jsbre.v10i3.112
Pertiwi, M. I., Wahyuningrum, I. F. S., Agustina, L., & Aji, T. S. W. (2025). Improving Branding through Product Packaging. Indonesian Journal of Devotion and Empowerment, 7(2), 99-110. DOI: https://doi.org/10.15294/ijde.v7i2.32492
Prince, M. (2004). Does Active Learning Work? A Review of the Research. Journal of Engineering Education 93(3):223–31. doi: 10.1050/102004.190000293.
Rahmawati, A., Wahyuningsih, S. H., & Garad, A. (2023). The effect of financial literacy, training and locus of control on creative economic business performance. Social Sciences & Humanities Open, 8(1), 100721. https://doi.org/10.1016/j.ssaho.2023.100721
Retnaningsih, C., Irmawati, B., Retnawati, B. B., & Ruenda, O. (2024). Development and innovation of locally inspired food products by Micro, Small, and Medium Enterprises (MSMEs) in Central Java, Indonesia. In IOP Conference Series: Earth and Environmental Science (Vol. 1338, No. 1, p. 012066). IOP Publishing. DOI 10.1088/1755-1315/1338/1/012066
Santoso, B. (2021). Ekonomi Kreatif Berbasis Potensi Lokal: Strategi Dan Implementasi. Jakarta: Gramedia.
Sari, R. J. (2025). Study of Local Potential of MSMEs in Pelaga Village in Supporting The Achievement of A Sustainable Economy Based on SDGs. TRJ Tourism Research Journal, 9(2), 240-254. DOI: https://doi.org/10.30647/trj.v9i2.290
Sasongko, D., Putri, I. R., Alfiani, V. N., Qiranti, S. D., Sari, R. S., & Allafa, P. E. (2020). Digital Marketing Sebagai Strategi Pemasaran UMKM Makaroni Bajak Laut Kabupaten Temanggung. Jurnal Ilmiah Pangabdhi, 6(2), 92-96. doi: https://doi.org/10.21107/pangabdhi.v6i2.7809.
Setiawan, R. (2023). Digital Marketing Strategies and Their Impact on SMEs: A Case Study in Indonesia. Journal of Business and Digital Economy 15(2):85–102. doi: 10.24156/jbde.v5i2.120.
Sidharta, V. R., Febiyanti, E. E., Zulfaida, A. S., Kusumaningsih, L. A., Putri, F. D. A., & Lailiyah, N. (2024, October). Pemanfaatan Pemasaran Digital bagi Pelaku UMKM Kelurahan Pakelan Kota Kediri. In Proceedings of The National Conference on Community Engagement (Vol. 1). DOI: https://doi.org/10.29407/yf3rn280
Sutrisno, S., Permana, R. M., & Junaidi, A. (2023). Education and training as a means of developing MSME expertise. Journal of Contemporary Administration and Management (ADMAN), 1(3), 137-143. DOI: https://doi.org/10.61100/adman.v1i3.62
Tarabasz, A. (2024). The impact of digital on marketing strategy. In Digital marketing (pp. 21-37). London: CRC Press.
Wikansari, R., Kurniawati, R., Prasaja, D., & Helvianto, A. W. (2024). Strategies for developing MSMEs based on the creative economy to enhance local community welfare. Jurnal Terobosan Peduli Masyarakat (TIRAKAT), 1(4), 231-239. DOI: https://doi.org/10.61100/j.tirakat.v1i4.240
Wirawan, I. D. G. K., Suanda, I. W., & Firmani, P. S. (2026). Digital Marketing Strategy Training to Strengthen the Branding of Belatungan Village Coffee Products through Social Media, E-Commerce, and Sustainable Packaging Design. Jurnal Abdi Masyarakat, 6(1), 1-10. DOI: https://doi.org/10.22334/jam.v6i1.92
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nur Lailiyah, Ingghar Gupti Nadia Kusmiaji, Naabilah Kuni Hafidhoh, Devi Rahma Septiani, Tiara Indriyani, Vinanda Ariyani, Novita Diana Austina, Iwan Marwan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors and other parties are bound to the Attribution-ShareAlike 4.0 International license (CC BY-SA 4.0 DEED) for the published articles. This permits users to:
Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
