MSMEs Needs Assessment in Rural Communities: Implications for Digital Branding and Packaging Mentoring

Abstract

: Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, but MSMEs in rural areas generally still face limitations in capital, brand identity, packaging, and digital marketing, including those in Balleanging Village, Ujung Loe District, Bulukumba Regency. This study aims to identify business profiles, levels of social media utilization, key issues, and training and mentoring needs of MSMEs as an empirical basis for designing a digital branding and packaging-based empowerment program. The study used a quantitative descriptive approach with a total sampling technique of 25 MSMEs. Data were collected through a needs identification questionnaire containing closed and open questions, then analyzed using descriptive statistics in the form of frequency distribution. The results showed that the culinary/food sector dominated the type of business (40%), as many as 96% of respondents had utilized social media although its use was still limited to simple promotions, and the most frequently complained about problems were limited business capital (72%), rising raw material prices (60%), and low sales (40%). In terms of capacity needs, training in sales improvement strategies, digital marketing, product development, and packaging were the highest priorities. These findings provide theoretical contributions by enriching the study of needs-based empowerment of rural MSMEs and practical contributions by providing a priority intervention map for universities, village governments, and MSME facilitators.