Strengthening MSMEs' Online Branding Through Social Media Marketing Training Programs

Digital transformation has driven significant changes in the marketing strategies of Micro, Small, and Medium Enterprises (MSMEs), particularly through the use of social media as a means of strengthening online branding. However, many MSMEs still face obstacles in the form of limited conceptual understanding of digital branding, low content production capabilities, and less than optimal utilization of social media marketing features. These conditions have an impact on weak brand visibility and competitiveness of MSMEs in the digital market. This study aims to analyze the role and contribution of social media marketing training programs in strengthening MSMEs' online branding from the perspective of business actors' experiences and perceptions. This study uses a qualitative method with a descriptive-analytical approach. The research subjects consisted of MSMEs who participated in the social media marketing training program. Data collection techniques were carried out through in-depth interviews, observation of digital marketing activities on MSMEs' social media accounts, and documentation of training materials and results. Data analysis was conducted thematically through the stages of data reduction, data presentation, and drawing conclusions to identify patterns of change in understanding, branding strategies, and digital marketing practices after the training. The results of the study indicate that the social media marketing training program contributed positively to increasing MSMEs' awareness of the importance of digital brand identity, visual consistency and brand messaging, and the ability to create more strategic and audience-oriented content. In addition, the training encouraged a change in MSMEs' attitudes from conventional marketing to a more adaptive and sustainable digital approach. This study confirms that social media marketing training is a strategic instrument in strengthening MSMEs' online branding and increasing their readiness to face digital economic competition.