OPTIMALISASI BRANDING DAN PENJUALAN PRODUK UMKM MELALUI PELATIHAN FOTOGRAFI DAN PENGELOLAAN E-COMMERCE DI DESA SUMBERWUDI

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development, yet they continue to face challenges in enhancing product competitiveness in the digital era, particularly in terms of visual branding. In Sumberwudi Village, many MSME actors still promote their products using simple photos, unsupported backgrounds, and product descriptions that lack persuasive appeal. To address these issues, a community service program was carried out through hands-on training in product photography and e-commerce management. This program employed a workshop approach using the learning-by-doing model, covering product and shooting area preparation, lighting setup, angle selection, photo editing processes, and the development of persuasive product descriptions based on value communication principles. Evaluation results showed significant improvements in product visual quality, consistency of photography style, and the professional appearance of online stores. Participants were able to produce brighter, cleaner, and more aesthetically pleasing photos, as well as create more informative and compelling product descriptions. The activity demonstrated that practical, hands-on methods are more effective in enhancing digital literacy and visual branding skills than conventional lecture-based approaches. In the long term, this program is expected to strengthen brand image, increase customer trust, and open greater sales opportunities for MSMEs in Sumberwudi Village, while simultaneously supporting digital-based economic empowerment