PENGUATAN BRANDING DAN PEMASARAN DIGITAL BATIK ARANG SAWAHLUNTO

  • Agus Nurofik Universitas Sumatera Barat
  • Patria Nagara Universitas Sumatera Barat
  • Yanti Murni Universitas Sumatera Barat
  • Muhammad Hendra Universitas Sumatera Barat
  • Sari Rahayu Universitas Sumatera Barat
  • Safardi Safardi Universitas Sumatera Barat
  • Desy Trismiyanti STIE Perdagangan Padang
  • Resiana Putri Universitas Sumatera Barat
  • Keysha Naswa Rahma Savitri Universitas Sumatera Barat

Keywords

Branding, Digital Marketing, Batik Arang, Sawahlunto, MSMEs

Abstract

Charcoal Batik is a unique product of the Sawahlunto creative industry, possessing a unique local culture based on its coal mining history. However, Batik Arang MS Sawahlunto's artisan partners still face serious challenges in terms of market visibility, weak brand identity, and limited adoption of digital marketing technology. This Community Service (PKM) activity aims to strengthen branding strategies and expand online market reach to boost partners' competitive advantage. The community service implementation method uses a participatory approach that includes field observations, interactive workshops, and intensive coaching in the creation of digital marketing assets. The results of this activity demonstrate a significant increase in partner capacity, marked by the development of a professional brand visual identity, ownership of business social media accounts (Instagram and TikTok), and understanding of e-commerce management. Through this sustainability program, Batik Arang MS Sawahlunto now has digital independence to reach regional and national markets.

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2026-07-01