DESIGNING KEMBARANFEST AS A COMMUNITY-BASED EVENT TO PROMOTE MSMES IN KEMBARAN VILLAGE THROUGH DIGITAL EMPOWERMENT

Artyasto JATISIDI; Fachreni SYAH

doi:10.33068/iccd.v7i1.910

Artyasto JATISIDI Universitas Budi Luhur
Fachreni SYAH Universitas Budi Luhur

DOI: https://doi.org/10.33068/iccd.v7i1.910

Keywords: Community Empowerment, Digital Promotion, Event Marketing, MSMEs, Local Branding

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia’s economy, yet rural MSMEs continue to face persistent challenges in promotion, digital literacy, and market access. This paper presents KembaranFest, a collaborative event designed to address these issues in Kembaran Village, Magelang Regency, Central Java. The festival integrated an MSME bazaar, digital marketing workshops, cultural performances, and community services as strategies to enhance local branding and competitiveness. Using a qualitative descriptive method, data were collected through observation, interviews, and documentation with 23 MSME participants from culinary, handicraft, and service sectors. The results showed that KembaranFest increased MSME visibility, improved sales by 25–30%, and encouraged the adoption of digital promotion, with 15 MSMEs creating or reactivating social media accounts. The event also fostered collaborative networks among MSMEs, local youth, and village authorities. Discussion highlights how event marketing and integrated communication strategies contribute to MSME empowerment and sustainable community development. The study concludes that KembaranFest provides a replicable model for other rural contexts, combining cultural identity, participatory development, and digital innovation in alignment with the ICCD 2025 theme.

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