Optimizing Hobbies to Improve Community Welfare Through Assistance in Building Personal Branding in The Digital Era
Keywords:
Community Welfare, Digital Era, Digital Resources, Personal Branding, SustainabilityAbstract
The development of information and communication technology has opened up significant opportunities for communities to increase their economic capacity and competitiveness through the use of digital media. However, the utilization of this technology has not been fully optimized, especially for the community and MSMEs in Lempangang Village, who still face limitations in digital literacy, online marketing, and understanding of personal branding. This community service activity aims to help the community build personal branding as an effort to optimize their potential, increase self-confidence, and expand business and career opportunities in the digital era. The methods used included field observation, needs analysis, surveys, program planning, and activity implementation in the form of material delivery, hands-on practice, and a question-and-answer session. This activity involved 68 participants consisting of community members, students, and the implementation team. The results of the activity showed an increase in participants' knowledge, skills, and attitudes in understanding the concept of personal branding, recognizing their potential, and utilizing digital media more positively and productively. The program also increased participants' confidence in showcasing their potential to the public and strengthened the partnership between the implementation team and the community. Thus, personal branding assistance has been proven to contribute to strengthening community capacity. Sustainability of the program, strengthening training methods, supporting digital resources, and collaboration between stakeholders are needed for its broader and more sustainable impact.
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