Dari Perca Menuju Pasar Digital: Pendampingan Branding dan Pemasaran Digital pada Kelompok Perajin Perempuan Songket Silungkang
DOI:
https://doi.org/10.37680/amalee.v7i2.10866Keywords:
branding, community engagement, digital marketing, songket, women's empowermentAbstract
Sigek Art is a group of women artisans in Silungkang Duo Village, Sawahlunto, that transforms songket offcuts into bags, pouches, and accessories. Despite producing approximately 300 items and generating IDR 6 million monthly, the group relies on institutional orders and personal networks, lacks consistent branding, and has no managed business social media account. This community engagement program aimed to strengthen basic branding and digital marketing capabilities. Using two cycles of participatory action research, the program involved 25 participants from July to October 2026 through problem mapping, production and branding training, technology-based practice, and online and field mentoring. Three affordable technologies addressed specific needs: an LED mini photo studio for product photography, a heat press for branding, and Canva Pro for content creation. Evaluation used observation notes, product documentation, and business account records. Outcomes included a written division of production tasks, a songket-inspired brand identity, 20 standardized product photos, 25 content templates, a content calendar, and 10 core members responsible for digital marketing. Labels were applied to 40% of the sampled batch, below the 70% target. The business account was updated approximately 3 times per week during mentoring. Improvements were most evident in product presentation and content routines, while the impact on sales remains inconclusive. The findings indicate that heritage craft branding requires storytelling, visual consistency, shared responsibilities, and sustained community ownership.
References
Afandi, A., Leonita Arinda, D., Zaini, A., & Mardliyah, S. (2024). Pendekatan Participatory Action Research: Mengurai Jerat Kemiskinan untuk Pemberdayaan Komunitas Janda di Perdesaan. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 567–599. https://doi.org/10.37680/amalee.v5i2.5443
Amelia, H. R., Novita, Y., Saputra, H., Fatmawati, F., & Helmi, D. (2023). Eksistensi Tenun Pandai Sikek di Sumatera Barat. EL-JUGHRAFIYAH, 3(1), 32. https://doi.org/10.24014/jej.v3i1.21264
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Azab, N., & Elsherif, M. (2025). Towards a Framework for the Adoption and Use of Information and Communication Technology for Empowering Women Entrepreneurs: Case of Egypt. THE ELECTRONIC JOURNAL OF INFORMATION SYSTEMS IN DEVELOPING COUNTRIES, 91(2). https://doi.org/10.1002/isd2.70006
Bazrafshan, M., Ferdowsi, S., & Woosnam, K. M. (2026). Succession‐Based Development in Family Handicraft Businesses: A Triadic Conceptual Framework for Tourism Development and Intergenerational Sustainability. Sustainable Development. https://doi.org/10.1002/sd.71359
Cao, Z., Verreynne, M., & de Oliveira, R. T. (2026). Reflecting and looking forward: A systematic literature review of SME–university collaborations. International Journal of Management Reviews, 28(1). https://doi.org/10.1111/ijmr.12393
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Ergović, K., Karin, F., & Šabarić Škugor, I. (2026). Application of upcycling in repurposing discarded denim. Koža & Obuća, 75(2), 29–38. https://doi.org/10.34187/ko.75.2.4
Goebel, K., Camargo‐Borges, C., & Eelderink, M. (2020). Exploring participatory action research as a driver for sustainable tourism. International Journal of Tourism Research, 22(4), 425–437. https://doi.org/10.1002/jtr.2346
Gusteti, Y., & Tri Yuniko, F. (2025). Digital Marketing Adoption among Female MSMEs in Dharmasraya: Profile, Platform Choices, and Challenges. Jurnal Manajemen Universitas Bung Hatta, 20(1), 121–133. https://doi.org/10.37301/jmubh.v20i1.26982
Júnior, J. R. de O., Limongi, R., Lim, W. M., Eastman, J. K., & Kumar, S. (2023). A story to sell: The influence of storytelling on consumers’ purchasing behavior. Psychology & Marketing, 40(2), 239–261. https://doi.org/10.1002/mar.21758
Kemmis, S., McTaggart, R., & Nixon, R. (2014). The Action Research Planner. Springer Singapore. https://doi.org/10.1007/978-981-4560-67-2
Kireyeva, A. A., Satpayeva, Z. T., Kenzhegulova, G. K., Kangalakova, D. M., & Jussibaliyeva, A. (2022). Kazakhstani womenʼs participation in online marketplaces: Benefits and barriers. Asia & the Pacific Policy Studies, 9(3), 343–369. https://doi.org/10.1002/app5.361
Koroh, T. D., Fomeni, M. M., Soinbala, N. C., & Kasse, O. (2024). Utilization of NTT-Weave Waste for Pastors to Improve Community Economy in Kupang Regency. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 839–851. https://doi.org/10.37680/amalee.v5i2.4810
Kusumawardhani, N., Falentina, A., Bachtiar, P., & Indrio, V. (2022). Internet usage among women‐led micro and small enterprises and household membersʼ use of the internet at home: Evidence from Indonesia during the COVID‐19 pandemic. Asia & the Pacific Policy Studies, 9(3), 370–393. https://doi.org/10.1002/app5.366
Mishra, A. J., & Mohanty, E. (2022). The digitally mediated lives of women MSME entrepreneurs in India: Navigating the “access‐use” conundrum. International Social Science Journal, 72(246), 1017–1032. https://doi.org/10.1111/issj.12379
Muttaqin, M. Z., Kumalasari, C., Syahminan, M., Rizal, I., Rasyid, T. W., & Nabilah, A. (2025). Pelatihan Digital Marketing untuk UMKM melalui Konten Promosi Menggunakan Canva di Pekanbaru. Jurnal Pengabdian Masyarakat Manage, 6(1), 137–150. https://doi.org/10.32528/manage.v6i1.2808
Oyedele, A., Saldivar, R., & Goenner-Munson, E. (2026). Consumers purchase decision for cultural products outside their countries of origin: A craft retailing context. Tourism and Hospitality Research, 26(4), 782–798. https://doi.org/10.1177/14673584241313352
Primanda, A., & Harissman. (2025). Designing Promotional Media for “Dolas Songket Silungkang” in Sawahlunto City. Jurnal Desain Komunikasi Visual, 2(3), 6. https://doi.org/10.47134/dkv.v2i3.4433
Qalati, S. A., Ostic, D., Shuibin, G., & Mingyue, F. (2022). A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries. Managerial and Decision Economics, 43(3), 846–861. https://doi.org/10.1002/mde.3422
Rodríguez Gutiérrez, P. I., Pastor Pérez, M. del P., & Collado Agudo, J. (2023). Social media: An essential capability for business effectiveness? THE ELECTRONIC JOURNAL OF INFORMATION SYSTEMS IN DEVELOPING COUNTRIES, 89(2). https://doi.org/10.1002/isd2.12221
Rohtih, W. A., Rahman, U., & Rochma, N. (2024). Digital Marketing Assistance as a Business Development Effort in the Home Industry in Kalidawir Tanggulangin Sidoarjo Village. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 777–792. https://doi.org/10.37680/amalee.v5i2.5817
Rokhmatulloh, N., Anwar, K., & Hidayat, N. (2024). Digital-Based UMKM Branding & Marketing Innovation Assistance for Rengginang and Shrimp Cracker Businesses. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 793–806. https://doi.org/10.37680/amalee.v5i2.5773
Stoecker, Randy., & Falcón, Adrienne. (2022). Handbook on participatory action research and community development. Edward Elgar Publishing.
Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115, 105174. https://doi.org/10.1016/j.chb.2017.09.026
Yuwita, N., Solihah, N., & Sakdiyah, A. F. (2024). MSME Assistance Through Tempe Product Branding by Opinionjo Village Purwodadi. Amalee: Indonesian Journal of Community Research and Engagement, 5(2), 807–821. https://doi.org/10.37680/amalee.v5i2.5863
Badri, J., Abaharis, H., Alfian, Susanto, R., & Fernos, J. (2025). Increasing the competitiveness of Pandai Sikek songket weaving MSMEs through digital marketing and branding training based on local wisdom. Jurnal Dedikasia: Jurnal Pengabdian Masyarakat, 5(2), 143–152. https://doi.org/10.30983/dedikasia.v5i2.10475
Bidarti, A., Mulyana, E., Wardana, A., & Irwanto, D. (2026). Digitalisasi marketing produk songket Desa Limbang Jaya, Ogan Ilir untuk penguatan ekonomi kreatif di pedesaan. Jurnal Pengabdian Masyarakat Manage, 7(1), 35–48. https://doi.org/10.32528/manage.v7i1.4520
Desiani, A., Gofar, N., Andriani, Y., Irmeilyana, Nabila, A., Muzayyadah, F. N., Syarifuddin, F. Y., & Kurnia, M. K. A. (2022). Media sosial sebagai pemasaran digital untuk perajin kain songket di Desa Penyandingan. Jurnal ABDINUS: Jurnal Pengabdian Nusantara, 6(2), 555–565. https://doi.org/10.29407/ja.v6i2.16682
Iskandar, R., Minawati, R., & Martion. (2016). Perancangan branding songket Silungkang. Bercadik: Jurnal Pengkajian dan Penciptaan Seni, 3(1). https://doi.org/10.26887/bcdk.v3i1.539
Kaur, H., Tanveer, M., Mahmood, H., & Kaur, K. R. (2023). Brand's visual identity on social media platforms: A content analysis. Global Business and Economics Review,
Kinanti, R. A., Indiharwati, A., Hakam, A., Marhadyta, A. V., & Warti'ah. (2024). Enhancing digital marketing of MSMEs through comprehensive photography training in Hendrosari Village, Gresik. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 9(3), 739–752. https://doi.org/10.26905/abdimas.v9i3.13539 29(4), 452–469. https://www.inderscience.com/filter.php?aid=134368
Sari, S. A., Muniroh, L., & Sinaga, H. Z. (2026). The impact of work-family conflict and job stress on the performance effectiveness of mompreneur MSMEs. Inovator: Jurnal Manajemen, 15(1), 91–99. https://doi.org/10.32832/inovator.v15i1.24088
Teguh, M., Yarsah, W. N., Imelda, Fadhli, M., & Hajijah, S. W. (2026). Transformasi mindset dan kapasitas kewirausahaan bagi UMKM di Desa Permata Baru. Journal of Community Empowerment, 5(1), 67–73. https://doi.org/10.31764/jce.v5i1.36450
Weriframayeni, A., Octafia, S. M., & Widia, E. (2025). Digital communication strategy to increase visibility of women's MSMEs: A case study of Padang City. Lentera: Jurnal Ilmu Dakwah dan Komunikasi, 9(2), 151–166. https://doi.org/10.21093/lentera.v9i02.9904
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Revi Marta, Ilham Havifi, Elvina Primayesi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who submit manuscript retain its copyright and grant Amalee right of first publication licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to access (search, read, download, and cite), share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon any material) the work for any lawful purpose, even commercially with an acknowledgement of the work's authorship and initial publication in Amalee: Indonesian Journal of Community Research and Engagement.
