WORKSHOP ON PRODUCT BRANDING STRATEGIES AND ONLINE CUSTOMER SERVICE FOR MSMEs IN MESUJI REGENCY
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving economic growth and improving community welfare in Mesuji Regency. However, many MSME entrepreneurs still face challenges in developing strong product brands and providing effective online customer service. Limited knowledge of branding strategies and digital customer relationship management often reduces their competitiveness in an increasingly digital marketplace. Therefore, a community service program entitled "Workshop on Product Branding Strategies and Online Customer Service for MSMEs in Mesuji Regency" was conducted to enhance the capacity of MSME entrepreneurs in building brand identity and improving customer satisfaction through digital platforms.
The workshop was implemented through training sessions, discussions, practical exercises, mentoring, and evaluation activities. The materials covered product branding concepts, brand identity development, brand positioning, customer service excellence, online communication strategies, customer relationship management, and the utilization of digital platforms such as WhatsApp Business, Facebook, Instagram, and online marketplaces. Interactive learning methods were employed to ensure active participation and practical understanding among participants.
The results showed that participants gained a better understanding of the importance of branding and online customer service in business development. Participants were able to identify their brand values, develop branding strategies, improve customer communication skills, and apply customer service techniques through digital channels. The workshop also increased participants’ awareness of the role of customer satisfaction and brand consistency in strengthening business competitiveness.
In conclusion, the workshop successfully improved participants' knowledge and practical skills related to product branding and online customer service. The program is expected to support MSMEs in enhancing brand recognition, increasing customer loyalty, expanding market opportunities, and achieving sustainable business growth.
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