PENGUATAN BRANDING UMKM DESA NGORAN MELALUI PELATIHAN SENI MENULIS CAPTION DI MEDIA SOSIAL

Abstract

The purpose of this community service program is to help coconut sugar artisans in Ngoran Village understand the importance of building a strong brand identity on digital platforms. Based on observations and interviews, three main issues were identified: a lack of understanding among MSME actors regarding product branding through social media, limited skills in writing engaging and communicative captions, and restricted access to continuous training or assistance related to the use of social media for product marketing. The implementation method refers to collaborative principles involving lecturers, students, and community partners through training activities using lectures and interactive discussions. The training was attended by 15 participants representing coconut sugar artisans from Ngoran Village. The results of this program indicate that most participants were able to create simple, informative captions that also included storytelling elements. However, further activities are needed to improve participants’ consistency in producing engaging captions and to deepen their understanding of Instagram features that support the promotion of coconut sugar products. The recommendation from this community service activity is to conduct more intensive caption-writing training to provide a significant impact on the promotion and branding of coconut sugar MSMEs on social media.