Peningkatan Daya Saing UMKM Disabilitas Kota Bandung: Digital Branding dan Konten Media Sosial

This community service activity aims to strengthen the digital branding capability and social media content management skills of eleven micro-enterprise owners with disabilities at Rumah Kolaborasi, Bandung City, in order to improve the competitiveness of their products. The activity was carried out through preparation, implementation, and evaluation stages, using accessible lectures, demonstrations, guided practice, and personal mentoring by Digital Business students. Materials covered brand identity, product photography using mobile phones, promotional copywriting, and content planning. Evaluation used pre-test and post-test instruments together with observation of concrete outputs for each business unit. The results show an increase in participants’ understanding of brand identity concepts and improvement in the visual quality of their product documentation, along with better managed business social media accounts. These findings indicate that accessible, inclusive digital branding mentoring can improve product competitiveness of micro-enterprises run by persons with disabilities without requiring large capital investment.