Optimizing Digital Media Content Strategies and Persuasive Copywriting in Increasing Brand Awareness of MSME Products

Abstract

Community Service (PkM) activity was carried out with 30 selected Micro, Small, and Medium Enterprises (MSMEs) who are members of the Bandung Local Creative Movement (LCM) ecosystem, located in Rancasari District, Bandung City. This program is designed in response to the significant digital competency gap among MSME actors, especially in terms of creating artificial intelligence (AI)-based social media content and optimizing persuasive copywriting techniques. The training was carried out in a structured manner covering three main modules: (1) Fundamental Digital Branding and Content Strategy, (2) Persuasive Copywriting and Storytelling Techniques based on AIDA and PAS formulas, and (3) Visual Content Production using generative AI and mobile editing applications. The evaluation method uses pre-test and post-test instruments to measure the increase in participants' understanding quantitatively, complemented by content analysis in the digital portfolio generated by participants as qualitative data. The results showed an increase in the average understanding score of participants by 78.3%, exceeding the minimum target set of 70%. All participants managed to produce at least one AI-based social media content that was ready to be published, equipped with caption copywriting that implemented persuasive principles. This program contributes to increasing the digital capacity of local MSMEs so that they are able to compete more effectively in an increasingly competitive digital market.