Mentoring MSMEs through E-Promotion as A Rebranding Strategy Based on Local Wisdom

The pandemic affects Micro, Small, and Medium Enterprises (MSMEs) as an economic sub-sector. MSMEs products have marketing problems, so many unsold products. Traditional marketing strategies can not reach a vast market share, so income significantly declined during the Covid-19 pandemic. In Kejuron Ward, Taman District, the Madiun City, MSMEs actors consist of several industrial sectors such as food and clothing sales. During the COVID-19 pandemic, MSMEs actors in the Kejuron Ward tried to use alternatives to online selling. However, promotions in online selling were still not optimal to attract customers as offline promotions. The target issues were a lack of knowledge in digital marketing and less attractive products. Mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom was an effort to overcome the partners' problems. The empowerment model used in this community service was participatory assistance through lectures, discussions, and practices methods. There were significant differences in success indicators before and after socialization and practice regarding e-promotion as a local wisdom-based rebranding strategy. The most significant increase was knowledge levels which improved by 50% after the socialization. Thus, this community service could increase innovation and creativity in the target community and solve MSMEs' business problems in Kejuron Ward. In conclusion, mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom increases partners' knowledge in digital marketing, more attractive products packaging, and updated MSMEs' products with trending products. There should be ongoing assistance and communication to support the sustainability of this program.


INTRODUCTION
The Covid-19 virus is hitting almost all countries in the world. It impacts not only health problems but also the economic sector. The Indonesian government implements a Community Activity Restriction Enforcement (in Indonesia, this program is called Pemberlakuan Pembatasan Kegiatan Masyarakat or PPKM) policy that has the potential to decrease income, especially for Micro, Small, and Medium Enterprises (MSMEs). Not only impacts large industries, but this pandemic also affects MSMEs actors. Various small and medium-scale MSMEs sectors also have the economic impact of this pandemic. One of them is MSMEs actors in Madiun City that find it difficult to get income.
Eighty-four per cent of Micro and small businesses (MSBs) and medium and large businesses (MLBs) have experienced declined income since the Covid-19 pandemic. Statistics Indonesia surveyed from 10 to 26 July 2020. Of 34 thousand MSBs and MLBs entrepreneurs in Indonesia, the most significant sectors affected were accommodation and food and beverage. In addition, 92.47 per cent of respondents in these two sectors had declined income (Pryanka and Zuraya, 2020).
Developing a people's economy requires a comprehensive strategy because it has many limitations. MSMEs products have marketing problems, so many unsold products. Traditional marketing strategies can not reach a vast market share, so income significantly declined during the Covid-19 pandemic. As a result, it impacts the low economic resilience of MSMEs actors.

General description
This community service was held in RT.32 RW.10 Kejuron Ward, Taman District, Madiun City. Madiun City is a city in East Java Province, Indonesia. It is located 160 km west of Surabaya, or 111 km east of Surakarta, Central Java. There is a railway industry in this city and has a railway high school, one of which is the Indonesian Railways Polytechnic. Madiun is an area pioneered by Ki Panembahan Ronggo Jumeno or commonly called Ki Ageng Ronggo. At first, it was not called Madiun but Wonoasri. The origin of the word Madiun can be interpreted from the words medi (ghost) and ayun-ayun (swinging). When Ki Ageng Ronggo traveled to Madiun, many ghosts were wandering around. In addition, the name of the keris owned by Ki

Problems
During PPKM implementation, MSMEs actors in the Kejuron Ward significantly reduced income. So, they tried to use alternatives to online selling. However, promotions in online selling were still not optimal to attract customers as offline promotions. The target issues were: 1. Lack of knowledge, especially in digital marketing. The community service target relied more on repeat customers.
2. Less attractive products, so that customers feel bored with monotonous products.

Target solution
Mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom was an effort to overcome the partners' problems. It was carried out in stages, from program socialization to mentoring practices for MSME actors.
E-promotion previously has been carried out on MSMEs producing rubber tire waste in Cirebon Regency, West Java. These activities included organizing production assistance activities and making marketing media online through social media such as Instagram, Youtube, and Facebook. The result revealed that a digitalbased marketing strategy could directly impact the selling value of used tire waste, especially during the COVID-19 pandemic (Bakhri and Futiah, 2020 (Nurdina et al., 2021).

METHOD
Socialization activities to the practice of e-promotion as a rebranding strategy based on local wisdom in this paper used participatory assistance. Participatory assistance is a community empowerment step that begins with an assessment phase sourced from information collected. It is beneficial for the community to direct the activity or program and increase independence (Hikmat, 2010) (Hadiwijoyo, 2012).
The community service team also implemented mentoring through lectures, discussions, and practices. The lectures method was carried out because many MSMEs actors did not know about online marketing, rebranding, and repackaging. In addition, community involvement, especially in MSMEs, can provide ample opportunities and strengths to work together in solving various problems. It aims to make the implementation of activities more effective, efficient, and sustainable by providing more opportunities for the community to contribute and find better solutions to their problems (Andriany, 2015).
This participatory research-based Community Service activity was carried out due to an active collaboration between lectures of Universitas Islam Negeri Raden Mas Said (UIN RMS) Surakarta and students of Kerso Dharmo community service program of UIN RMS Surakarta in 2021. This team assisted in planning and implementing actions. They also involved the community, especially MSMEs. The participants were 10 MSMEs in Kejuron Ward, Madiun City. The stages of the community service activities were: The planning process included identifying needs, existing potentials, and weaknesses, determining solutions, carrying out activities, and organizing activities. The planning was prepared by the community service team with involving participants.
The implementation process involved coordination between lecturers, MSMEs, and students. After agreeing and coordinating the proposed activity plans, an agreement was obtained to implement e-promotion as a rebranding strategy based on local wisdom through socialization and practice methods.

RESULTS AND DISCUSSION
The stages in the empowerment process include site selection, socialization of community empowerment, and the community monitoring process (Mardikanto and Soebiato, 2017). The population in this community service had heterogeneous backgrounds, including ethnicity, religion, education, and occupation. In addition, most MSMEs in Kejuron Ward are in the food and clothing or accessories sector. Thus, it is necessary to do promotions through social media and repackaging that are more attractive and millennial to restore MSMEs' income during the PPKM period. This community service aims to increase MSMEs' capacity and business turnover, as happened to MSMEs actors in the Gresik Regency (Nurdina et al., 2021).
Even though MSMEs have limited market coverage, MSMEs products have competitive quality products and government policies support. The marketing strategy must be as globally competitive as large business units or large industries. Fulfilling customer satisfaction is still a significant concern in micro and medium enterprises, so marketing strategies are crucial. Previous studies revealed that internet-based marketing and global competitiveness significantly increased business capacity or MSMEs (Istiqomah, Fajaryanti, and Dewi, 2020;Nurlinda and Sinuraya, 2020).  p- ISSN: 25805282 Volume 6. No. 1 e-ISSN: 25805290 April 2022 In practice, marketing is often concerned with identifying and meeting needs. Marketing is a process of planning and implementing plans for pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals (Anaroga, 2004). Most MSMEs actors currently use offline marketing strategies. However, the disadvantage of offline marketing is limited market share.
Digital marketing among MSMEs in Indonesia experienced slow growth due to internet access problems (Kompas. id, 2019). However, it is slowly but surely increasing because the digital era impacts almost all aspects of people's lives. Nowadays, some MSMEs have marketed their products through digital platforms. So it can expand market reach and create a competitive business ecosystem (Lukitaningsih, 2014;Fitriyanti and Astuty, 2021;Rokhaniyah and Sinta, 2021). The community service team prepared the place and equipment for the activities. The activities began with introducing MSMEs in Kejuron Ward and their products (Figures 3 and 4). The team initiated marketing SMEs' products through Whatsapp and other social media. The community target participation in implementing this community service was quite active. Socialization activities of e-promotion as a local wisdom-based rebranding strategy held face-to-face went well and smoothly while adhering to health protocols.
The majority of MSMEs products in this community service were Hijab. Hijab products have been popular with the public. In addition, speedy trends and development in hijab models provide opportunities for more significant sales. However, more sellers mean more competitors. So in this community service, the team did a rebranding process by changing the packaging to become more attractive and millennial In addition, the community service team also updated MSMEs' products with trending products, such as pashminas, so that the variety of products was more up-to-date (figure 6). There were significant differences in success indicators before and after socialization regarding e-promotion as a local wisdom-based rebranding strategy. The most significant increase was knowledge levels which improved by 50% after the socialization (Table 1). Thus, socialization regarding e-promotion as a rebranding strategy based on local wisdom has been quite successful. In addition, there were increased success indicators before and after community service activity. This socialization effectively improved e-promotion practices among MSME actors in Kejuron Ward (Table 2).
Thus, this community service could increase innovation and creativity in the target community and solve MSMEs' business problems in Kejuron Ward Table 2. Results of e-promotion practice as a local wisdom-based rebranding strategy

Success Indicators
Evaluation Before After Number of MSMEs who are attending Ease of program implementation to obtain participants' consideration or approval for new ideas put forward Practice regarding e-promotion as a rebranding strategy based on local wisdom Awareness and interest in e-promotion practices as a rebranding strategy based on local wisdom The enthusiasm of SMEs in paying attention and asking questions Not implemented yet No program yet 30% (low)

CONCLUSION
Mentoring MSMEs through e-promotion as a rebranding strategy based on local wisdom increases partners' knowledge in digital marketing, more attractive products packaging, and updated MSMEs' products with trending products. There should be ongoing assistance and communication to support the sustainability of this program.

ACKNOWLEDGMENTS
Thank you to the community service team of Universitas Islam Negeri Raden Mas Said (UIN RMS) Surakarta, students of Kerso Dharmo community service program of UIN RMS, and Research Institute and Community Service (LP2M) of UIN RMS for supporting socialization of e-promotion as a rebranding strategy based on