Sumedang, February 3, 2025 – The Faculty of Communication Sciences at Universitas Padjadjaran, through its Public Relations Study Program, held a Community Service Activity (PKM) themed “Mapping the Business Ecosystem of Tourist Destinations through the Utilization of Local Wisdom Content as a Branding Medium” on Monday, February 3, 2025. The event took place at the Jemah Village Office, Jatigede Sub-district, Sumedang Regency, and involved small and medium enterprises (SMEs), village officials, and local communities around the Masjid Al Kamil and Bukit Panenjoan tourist areas. This PKM activity is part of the implementation of the 39th KKN-PPM group from the Universitas Padjadjaran as a manifestation of the institution’s commitment to sustainable development (SDGs), particularly in the pillars of poverty alleviation, decent work and economic growth, as well as industrial development, innovation, and infrastructure.
During the event, a seminar and training session were held on digital branding strategies based on local wisdom through social media. The material was presented by KKN students, focusing on the importance of business identity, techniques for creating engaging content, and optimizing social media features to enhance the marketing reach of local products.
Based on the mapping results, most MSMEs in the Jatigede area are engaged in the culinary and service sectors, but still face challenges in promotion and business management. With this training, the community was encouraged to see digital media as a new opportunity to strengthen an inclusive and sustainable tourism ecosystem. Through collaboration between academics, village governments, and MSME actors, this program is expected to create a more competitive tourism business ecosystem based on local potential.
Going forward, the results of the SME mapping and branding training will serve as the foundation for an integrated marketing strategy, including the development of tourism content based on local culture tailored to the characteristics of the digital audience. With this participatory approach, Padjadjaran University reaffirms its role as an educational institution contributing to community empowerment and local economic strengthening through innovation and digital literacy.
