Membangun Identitas Jenama Produk Wastra Alami Pokmas Wastra Sejahtera Jombang

PRIHADI, JOHANES YUDI and Wijaya, Serli and Yuliana, Oviliani Yenty and Kristianto, David (2025) Membangun Identitas Jenama Produk Wastra Alami Pokmas Wastra Sejahtera Jombang. [UNSPECIFIED]

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Abstract

The Wastra Sejahtera Community Group (POKMAS), a natural weaving artisan community in Mojotrisno Village, Jombang Regency, faces significant marketing obstacles. Traditional marketing has failed to reach a broader market, causing a backlog of products that affect the sustainability of the artisans businesses. The community service project aims to solve this problem using digital marketing, especially social media like Instagram and Tiktok, to improve sales results. The project implementation method includes five stages: initial preparation and competitor analysis, brand identity recommendations, development of brand identity and social media assets, training initiatives, and a final evaluative stage. The results of the community service project indicate that POKMAS Wastra Sejahtera has gained a deeper understanding of the importance of building brand identity in the digital era. Community members realize that brand identity is not just a logo or brand but a representation of woven products values, character, and uniqueness. They now possess the information and abilities to independently carry out digital marketing strategies, comprehend how to create engaging content, communicate with audiences, and assess the effectiveness of completed marketing campaigns. This community service project also has a long-term impact on the sustainability and development of POKMAS Wastra Sejahtera. Implementing subsequent community service activities should focus on developing more interactive and practice-based training modules. Moreover, intensive support needs to be provided to participants who struggle with operating digital devices.

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