Development of Wedang Uwuh MSMEs through Digital Marketing in Bantul, Yogyakarta

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in supporting the national economy, particularly in generating employment and promoting income equity. One of the leading products rooted in local wisdom is wedang uwuh, a traditional herbal beverage originating from Imogiri, Bantul Regency. However, MSMEs in this sector still face challenges in marketing, which is predominantly traditional, thereby limiting their market reach. This community service initiative aims to enhance digital marketing capabilities among MSME actors through technical training on using social media and marketplaces such as Instagram, Shopee, and TikTok. The methods applied include field surveys, interviews, and workshops. The results indicate an increase in the participants' understanding and skills related to digital marketing, along with heightened awareness of the cultural value as part of branding. This program supports the transformation of wedang uwuh MSMEs to become more responsive to market changes and capable of expanding their sales reach through digital platforms.