Empowering Local Entrepreneurs: Creating Promotional Videos for UMKM Rendang Siti Nurbaya

Globalization and technological advances have changed marketing methods, providing challenges and opportunities for Rendang Siti Nurbaya SMEs to penetrate international markets. Universitas Andalas Faculty of Economics and Business addresses these challenges through international community service activities in the summer course program, incorporating student skills in digital marketing and video production to increase global visibility for local products. This initiative strengthens international collaboration and supports local SMEs. The program includes structured stages: preparation (identification of promotional needs, concept planning, and team building), implementation (video production, editing, and uploading to social media), and evaluation to increase brand visibility and develop effective marketing strategies. This activity involving international students has successfully developed students' skills in digital marketing, video production, and project management while promoting Rendang Siti Nurbaya to a global audience through an engaging promotional video. The promotional content shared on platforms such as Instagram and Facebook significantly increased awareness and interaction of Rendang Siti Nurbaya, potentially increasing international sales. This activity encouraged intercultural collaboration between international and local students and increased their understanding of Minangkabau culture.