Optimizing Digital Marketing through Re-Branding Strategies and OpenCart-Based E-Commerce Development for the Yarn Knitting Craft MSME

Abstract

The rapid growth in the number of Micro, Small, and Medium Enterprises (MSMEs) has intensified market competition, requiring business owners to adopt adaptive marketing strategies by leveraging digital technologies. Yarn Knitting Craft MSMSE, located in Serangan Village, South Denpasar District, Denpasar City, Bali Province, is one of the creative economy enterprises facing several challenges, including the suboptimal utilization of social media, weak brand identity, and the absence of an integrated e-commerce platform. This community service program aimed to enhance the enterprise's competitiveness and optimize its digital marketing performance through a re-branding strategy and the development of an OpenCart-based e-commerce platform. The program employed a participatory approach consisting of field observations, semi-structured interviews, and mentoring activities. The proposed strategy included the development of a new brand identity, the creation of promotional content for social media platforms, the development of an OpenCart-based e-commerce website integrated with a Quick Response (QR) code for convenient customer access, and continuous assistance in adopting digital technologies. These initiatives are expected to improve the effectiveness of digital marketing, strengthen the competitiveness of the MSME, and support the long-term sustainability of the Yarn Knitting Craft business.