Strategi Branding dan AI-Driven Content Marketing untuk Peningkatan Daya Saing UMKM Bolu Pisang di Kabupaten Polewali Mandar
Keywords:
MSME Branding, Generative AI, Marketing Content, Prompt Engineering, Digital Marketing
Abstract
UMKM Bolu Pisang Rezky in Polewali Mandar, West Sulawesi Province faces challenges in market visibility and competitiveness in the digital era. The product enjoys strong local market acceptance, yet marketing relies on word-of-mouth referrals, and the existing Facebook account remains inactive. A Community Service (PKM) program "Bolu Pisang Go Digital" was conducted on April 17, 2026, by the Department of Informatics Engineering, Faculty of Engineering, Universitas Hasanuddin. The program aimed to improve MSME actors practical skills in brand identity development and the use of various generative AI platforms for text, image, and video as marketing content tools. The workshop was attended by 9 participants and evaluated via pre-test and post-test (10 multiple-choice questions + 5 Likert-scale statements). Mean scores improved from 87.5 (pre) to 91.1 (post), with participants in the Very Good category increasing from 44.4% to 77.8%. Mean Section B scores (attitude and AI adoption readiness) improved from 4.54 to 4.87 per item. These findings suggest that hands-on generative AI workshops effectively improve the digital literacy of local MSME actors.
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References
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Bahtera, N. T., Salam, M. D., & Prassetyo, S. (2025). Pemberdayaan UMKM Sidoarjo: Promosi Digital dengan Canva, Capcut, dan Strategi Branding. Jurnal Abdi Insani, 12(6), 2719–2727.
Direktorat Jenderal Perbendaharaan Kementerian Keuangan (DJPb Kemenkeu). (2024). UMKM Hebat, Perekonomian Nasional Meningkat. Diakses dari https://djpb.kemenkeu.go.id/kppn/curup/id/data-publikasi/artikel/2885-umkm-hebat
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Fauzan, A. (2024). Penguatan Pemasaran Digital UMKM Keripik Pisang di Desa Pappandangan, Polewali Mandar. Jurnal Macoa, ITBM Polewali Mandar.
Federiakin, D., Molerov, D., Zlatkin-Troitschanskaia, O., & Maur, A. (2024). Prompt Engineering as a New 21st Century Skill. Frontiers in Education, 9, 1366434. doi:10.3389/feduc.2024.1366434
Grewal, D., Satornino, C. B., Davenport, T., & Guha, A. (2025). How Generative AI Is Shaping the Future of Marketing. Journal of the Academy of Marketing Science, 53, 702–722. doi:10.1007/s11747-024-01064-3
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Hartmann, J., Exner, Y., & Domdey, S. (2024). The Power of Generative Marketing: Can Generative AI Create Superhuman Visual Marketing Content? International Journal of Research in Marketing, 42(1), 13–31. doi:10.2139/ssrn.4597899
Heitmann, M. (2024). Generative AI for Marketing Content Creation: New Rules for an Old Game. NIM Marketing Intelligence Review, 16(1), 10–17. doi:10.2478/nimmir-2024-0002
Hermawan, & Suharsono. (2023). Strategi Branding Membangun Brand Identity pada UMKM. Jurnal Pengabdian kepada Masyarakat Nusantara.
ININNAWA: Jurnal Pengabdian Masyarakat. (2025). Peningkatan Kapasitas Manajemen UMKM melalui Pelatihan Digital Marketing. Universitas Negeri Makassar, 03(02).
Indrabayu, Areni, I. S., Nurtanio, I., Yohannes, C., Tahir, Z., Bustamin, A., Imran, A., & Mar'atuttahirah. (2020). Business Model Canvas dan Social Media Marketing untuk Meningkatkan Kapasitas Pengusaha Mikro di Kabupaten Pangkep. Jurnal Tepat, 3(1), 150–156. doi:10.25042/jurnal_tepat.v3i1.72
Indrabayu, Warni, E., Munir, A. Z., Basri, Anisah, S. N., & Ibrahim, R. N. (2024a). Implementasi BMC dan Social Media Marketing di UMKM Gonda Mangrove Park Desa Laliko Polewali Mandar. Jurnal Sipissangngi, 4(2), 125–131. doi:10.35329/jurnal.v4i2.5089
Indrabayu, Munir, A. R., Basri, Ibrahim, R. N., & Anisah, S. N. (2024b). Penerapan Strategi Pengembangan Usaha Berbasis BMC dengan Tren Digital pada UKM Risolle Indonesia Kota Pare-Pare. Jurnal Sipissangngi, 4(3), 249–257. doi:10.35329/jurnal.v4i3.5803
Islam, T., Miron, A., Nandy, M., Choudrie, J., Liu, X., & Li, Y. (2024). Transforming Digital Marketing with Generative AI. Computers, 13(7), 168. doi:10.3390/computers13070168
Kementerian Komunikasi dan Digital (Komdigi). (2024). Tahun 2024, Indonesia Targetkan 30 Juta Pelaku UMKM Adopsi Teknologi Digital. Diakses dari https://www.komdigi.go.id/berita/pengumuman/detail/
Kemenkop UKM. (2023). Laporan UMKM Indonesia. Jakarta: Kementerian Koperasi dan UKM.
Knoth, N., Tolzin, A., Janson, A., & Leimeister, J. M. (2024). AI Literacy and Its Implications for Prompt Engineering Strategies. Computers and Education: Artificial Intelligence, 6, 100225. doi:10.1016/j.caeai.2024.100225
Liu, Y. Y., Zheng, Z., Zhang, F., et al. (2026). A Comprehensive Taxonomy of Prompt Engineering Techniques for Large Language Models. Frontiers in Computer Science, 20, 2003601. doi:10.1007/s11704-025-50058-z
Mokobombang, N. N. R. A., Wardhani, T. P. M., Anwar, H., et al. (2025). Pendampingan Value Proposition Produk Unggulan UMKM Desa Lapeo (BUMDes Menara Paindo). Jurnal Sipissangngi, 5(2), 130–137. doi:10.35329/jp.v5i2.6174
Nugroho, G. S., & Muchran, M. (2023). Pelatihan Kompetensi Kewirausahaan dan Digital Marketing guna Mengoptimalkan Penjualan UMKM di Desa Wisata Jipangan. Jurnal Pengabdian UNDIKMA, 4(3), 603–610. doi:10.33394/jpu.v4i3.7990
OpenAI. (n.d.). Best Practices for Prompt Engineering with the OpenAI API. Diakses dari https://help.openai.com/en/articles/6654000
Rahma Asyiffa, M., Abdul Rozak, W., & Hadi, R. (2025). Strategi Pemasaran Digital dalam Meningkatkan Daya Saing UMKM. Jurnal Ilmiah Penelitian Mahasiswa.
Utami, et al. (2024). Pelatihan Konten Berkualitas dan Digital Marketing untuk UMKM. [Jurnal Pengabdian].
Wahid, R., Mero, J., & Ritala, P. (2023). Written by ChatGPT, Illustrated by Midjourney: Generative AI for Marketing content. Asia Pacific Journal of Marketing and Logistics, 35(8), 1813–1822. doi:10.1108/APJML-10-2023-994
Ziólkowska, M. J. (2021). Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises. Sustainability, 13(5), 2512. doi:10.3390/su13052512
Published
2026-06-28
How to Cite
Mokobombang, N., Nawir, F., Wardhani, T., -, I., Warni, E., Yusuf, M., Alimuddin, A. A., Rahmat, M. A., Nurdin, A., Anwar, H., Sumardi, N., Peter, S., Indrabayu, M. N., Algifari, H., & Mutmainnah, R. (2026). Strategi Branding dan AI-Driven Content Marketing untuk Peningkatan Daya Saing UMKM Bolu Pisang di Kabupaten Polewali Mandar. JURNAL TEPAT : Teknologi Terapan Untuk Pengabdian Masyarakat, 9(1), 184-196. https://doi.org/10.25042/jurnal_tepat.v9i1.698
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