Community Based Transformation of Knitting MSMEs: Synergy between Academia and Entrepreneurs at Sentral Benang Rajut Yogyakarta

Abstract

This community engagement project aimed to strengthen the capacity of local micro, small, and medium enterprises (MSMEs) in the creative industry, specifically within the Sentral Benang Rajut community in Yogyakarta. By adopting a quadruple helix collaboration model, involving academia, entrepreneurs, the local community, and government stakeholders, the program facilitated a participatory approach to address real-world challenges in production quality, marketing strategies, and digital literacy. Activities included hands-on workshops on visual merchandising, product evaluation, and basic digital marketing skills. Results indicated a significant improvement in the participants' understanding of product presentation, branding, and the use of online platforms to expand market reach. Furthermore, the collaborative process fostered a stronger sense of collective identity and community-based branding initiatives. The integration of academic knowledge with local wisdom and entrepreneurial experience proved to be a valuable model for sustainable economic empowerment. This initiative demonstrates the effectiveness of multi-stakeholder engagement in promoting inclusive innovation and supporting the development of culturally rooted creative MSMEs