Mentoring for MSME Transformation Based on a Capacity-Building Empowerment Model in Karangbaru Village, Bekasi Regency, West Java

Eka Putri Yudilestari; Irwansyah Aditia Saputra

doi:10.58905/saluspublica.v4i3.648

Authors

Eka Putri Yudilestari STIE Dharma Agung Indonesia
Irwansyah Aditia Saputra Sekolah Tinggi Ilmu Ekonomi (STIE) Dharma Agung Indonesia, Bekasi, Indonesia

DOI:

https://doi.org/10.58905/saluspublica.v4i3.648

Keywords:

Branding, Capacity Building, Digital Literacy, MSMEs, Participatory Action Research

Abstract

Micro, small, and medium enterprises (MSMEs) in Indonesian villages often have marketable products but lack a clear understanding of their business potential, a recognizable brand, and the digital skills needed to reach wider markets. This community service program mentored 11 MSMEs, most of them culinary businesses, in Karangbaru Village, Bekasi Regency. It followed a Participatory Action Research cycle of planning, action, observation, and reflection and combined three interventions: business potential mapping with SWOT analysis, branding strengthening, and digital literacy training. Data were collected through participatory observation, semi-structured interviews, documentation, and before–after indicators, and were analyzed with Miles and Huberman’s interactive model. After mentoring, 9 MSMEs (81.8%) had a written business profile and 8 (72.7%) had created or improved a logo. Seven (63.6%) had improved their packaging, and 8 (72.7%) could state their product positioning. In digital marketing, 9 (81.8%) had social media accounts, but only 7 (63.6%) posted regularly and 6 (54.5%) sold through a marketplace. The results show that participatory mentoring helped participants establish a business identity and a digital presence more readily than sustained digital use. Continued support for content production, marketplace management, and halal certification is therefore needed.

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