Strengthening the Creative Economy through Branding and E-Commerce Training

This community service activity is motivated by the low level of understand-ing among creative economy actors in developing product branding and utiliz-ing e-commerce as a digital marketing medium, which has resulted in limitedbusiness competitiveness amid the development of the digital market. Basedon this condition, the program aims to analyze the contribution of brand-ing and e-commerce training in improving the capacity of creative economyactors as well as the effectiveness of digital product promotion. The activitywas conducted using a descriptive qualitative method with data collection tech-niques consisting of observation, interviews, and documentation, along withpre- and post-training evaluations to identify changes in participants’ knowledgeand skills. The service results indicate an improvement in participants’ abil-ity to build brand identity, enhance product presentation and display, and man-age marketing through e-commerce platforms in a more structured and effectivemanner, accompanied by increased confidence in marketing products and ex-panding market reach. The discussion confirms that the integration of brandingand e-commerce training is an effective strategy in strengthening the creativeeconomy as it improves competitiveness, digital readiness, and the sustainabilityof creative business actors. Therefore, branding- and e-commerce-based train-ing programs need to be developed continuously through collaboration amongacademics, government, and industry practitioners to support adaptive and sus-tainable creative economic growth.