Marketing Digitalization and Business Legalization of Rengginang Ceu Eneng Buniwangi MSME in Mekarwangi Village

Abstract

Group 5’s KKN-TB program focuses on supporting the local MSME (Micro, Small, and Medium Enterprises) Ceu Eneng Buniwangi in the village of Mekarwangi, Lembang District, West Bandung Regency, West Java Province, through digitalized marketing strategies and business legalities to expand market reach. This activity is motivated by the issues encountered by the MSME partner in marketing their products, which still rely on conventional methods such as directly selling in markets and kiosks. The program is conducted in four primary phases : collection of data about the business, identification of marketing needs, technical support, and the creation of managerial guidelines. During the technical support phase, the team helps in creating a logo and brand identity using Canva, handling NIB and P-IRT registration online, as well as creation and management of social media accounts to be used as new promotional channels. Results of the program show that the MSME succeeds in acquiring digital assets such as logo, P-IRT and NIB licenses, and ready-to-use e-commerce and social media accounts. Guidelines in social media management is also created for the partnered MSME to continue managing these assets independently after the program’s conclusion. Thus it is hoped that this digitalization program will serve as a foundation for continued growth of the MSME in the future.