Pemberdayaan UMKM Tenun Songket Desa Kota Daro II Melalui Penguatan Kelembagaan, Heritage Branding, Dan Digital Marketing
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Abstract
UMKM tenun songket Desa Kota Daro II, Kabupaten Ogan Ilir, masih menghadapi tiga masalah utama yaitu kelembagaan yang lemah (belum ada wadah kolektif), tidak adanya identitas merek (heritage branding), dan pemasaran digital yang belum optimal. Kegiatan pengabdian ini bertujuan memberdayakan UMKM melalui penguatan kelembagaan, penerapan heritage branding, serta digitalisasi pemasaran. Metode yang digunakan adalah pendampingan partisipatif yang meliputi sosialisasi, pelatihan, penerapan teknologi, dan evaluasi berkelanjutan. Hasil kegiatan menunjukkan keberhasilan pembentukan Kelompok Usaha Bersama (KUBE) “Songket Daro Sriwijaya”, terciptanya logo dan kemasan premium (hard box, paper bag, hangtag), serta aktifnya akun Instagram dan marketplace. Dampak nyata terhadap masyarakat antara lain meningkatnya kepercayaan diri pengrajin, terbukanya akses pasar yang lebih luas, dan terjaganya nilai warisan budaya songket sebagai produk ekonomi kreatif yang berkelanjutan.
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