Penguatan Aspek Storytelling untuk Meningkatkan Daya Saing Global  pada UMKM Batik Desa Juwet Kenongo Kabupaten Sidoarjo

Titik Mildawati; Juwita Sari; Wimba Respatia; Yahya Yahya; Muhammad Reza Pahlawan

doi:10.62951/masyarakatmandiri.v2i3.1866

Authors

Titik Mildawati Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Juwita Sari Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Wimba Respatia Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Yahya Yahya Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Muhammad Reza Pahlawan Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

DOI:

https://doi.org/10.62951/masyarakatmandiri.v2i3.1866

Keywords:

MSME, Marketing, Sales, Social Media, Storytelling

Abstract

The challenges often faced by MSMEs are how to promote their products. The technology development nowadays encourages MSMEs to utilize several social media platforms such as Instagram, Facebook, and websites as a promotional tool. The use of social media was believed can help expand the market. This is what is done by the Batik MSME in Juwet Kenongo Village, Sidoarjo Regency. However, the use of this technology is still not effective in increasing their sales. Batik sales are still dominated by orders and participation when attending exhibitions. This is due to the less-than-optimal strategy for utilizing social media. In addition, the storytelling aspect is still an obstacle when promoting on social media. Strengthening storytelling skills through a workshop is believed to be effective in helping MSMEs compose better story narratives. Besides that, this workshop is believed to be an urgent need for MSMEs. The focus of this community service is educational assistance related to compiling marketing through storytelling. MSMEs will be equipped with product narrative writing techniques. The assistance activities were welcomed by MSMEs. The participants were also cooperative and actively asked questions to the speakers. By participating in this training, MSMEs gain insight into the importance of strengthening the storytelling aspect in compiling interesting captions or narratives.

References

Al Farisi, S., Iqbal Fasa, M., & Suharto. (2022). Peran UMKM (Usaha Mikro Kecil Menengah) dalam meningkatkan kesejahteraan masyarakat. Jurnal Dinamika Ekonomi Syariah, 9(1), 73–84. https://doi.org/10.53429/jdes.v9iNo.1.307

Anaza, N. A., Kemp, E., Briggs, E., & Borders, A. L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605–618. https://doi.org/10.1016/j.indmarman.2019.02.002

Atmojo, M. E. (2022). Pemberdayaan UMKM melalui pemanfaatan teknologi informasi. Dinamisia: Jurnal Pengabdian Kepada Masyarakat, 6(2), 378–385. https://doi.org/10.31849/dinamisia.v6i2.8214

Enggar Pawening, R., Wulandari, S., Muzayanah, L., Rozidah Kamilah, S., Ma, U., Hasanah, I., Qutsiah, E., Nisa, R., & Daraini Arifin, H. (2024). PKM pelatihan digital marketing dalam upaya pengembangan UMKM berbasis teknologi di Desa Bucor Kulon Kabupaten Probolinggo. Journal Gotong Royong, 1(3).

Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 1(2), 168–180.

Hari, H. (2019). Customer engagement influences on buying decision in an online context – a review. Think India Journal, 22(23), 77–83.

Hasanah, N., Muhtar, S., & Muliasari, I. (2020). Mudah memahami usaha mikro kecil dan menengah (UMKM).

Karampournioti, E., & Wiedmann, K.-P. (2022). Storytelling in online shops: The impacts on explicit and implicit user experience, brand perceptions and behavioral intention. Internet Research, 32(7), 228–259. https://doi.org/10.1108/INTR-09-2019-0377

Kusumawardhani, D., Lestari, N. D., & Rahmawati, F. (2022). Penguatan brand identity dan storytelling digital bagi UMKM kreatif di Yogyakarta. Jurnal Pengabdian Kepada Masyarakat, 5(1), 45–54.

Mavilinda, H. F., Putri, Y. H., & Nazaruddin, A. (2023). Is storytelling marketing effective in building customer engagement and driving purchase decisions? Jurnal Manajemen Bisnis, 14(2), 274–296. https://doi.org/10.18196/mb.v14i2.17830

Respatia, W., Pahlawan, M. R., Sari, J., & Mildawati, T. (2024). The role of marketing strategy for knit bag SMEs businesses success in the case of Audy Handmade. South Asian Journal of Social Studies and Economics, 21(7), 215–223. https://doi.org/10.9734/sajsse/2024/v21i7856

Ummah, N., Ubaidillah, M. H., & Umayyah, U. (2025). Pendampingan edukasi pemasaran komunitas pengusaha keripik gadung berbasis digital marketing dan e-commerce Desa Begagan Limo Kecamatan Gondang Mojokerto. Abdimas Nusantara: Jurnal Pengabdian Kepada Masyarakat, 6(2), 98–110. https://doi.org/10.36815/abdimasnusantara.v6i2.3612

Widayati, R., & Surachman, A. (2021). Pelatihan strategi storytelling digital dalam penguatan branding UMKM batik tradisional. Jurnal Inovasi dan Pemberdayaan Masyarakat.