Strengthening Human Resources in Jenang Blitar MSME through Product Storytelling Based on Local Wisdom

Evita Novilia; Gleydis Harwida; Yaoma Tertibi; Hana Athia Akhzalini; Nur Hasan; Yesy Amhelya

doi:10.55927/jpmb.v5i1.589

Authors

Evita Novilia Universitas Nahdlatul Ulama Blitar
Gleydis Harwida Universitas Nahdlatul Ulama Blitar
Yaoma Tertibi Universitas Nahdlatul Ulama Blitar
Hana Athia Akhzalini Universitas Islam Balitar Blitar
Nur Hasan Universitas Nahdlatul Ulama Blitar
Yesy Amhelya Universitas Nahdlatul Ulama Blitar

DOI:

https://doi.org/10.55927/jpmb.v5i1.589

Keywords:

Product Storytelling, Local Wisdom, Smes, Digital Marketing.

Abstract

This community service activity aims to improve the capacity of Jenang SMEs in Blitar Regency in developing product narratives and promotional content based on local wisdom as a digital marketing strategy. The partners' problems include limited storytelling skills and the production of content that is consistent with the brand identity. The activity was carried out using a participatory and practice-based approach through four stages, namely product storytelling training, creative mentoring, creative content creation, and evaluation and reporting. The methods used included face-to-face training, interactive discussions, coaching, communication simulations, and practical photography, simple videography, and narrative caption writing. The results of the activity showed an increase in participants' ability to develop authentic narratives based on local values, produce more attractive visual and text content, and increased confidence in promoting products through social media.

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