Accelerating the Digitalization and Visual Identity of Local Micro-Enterprises: A University-Led Community Engagement in Campus Neighborhoods

Abstract

This community engagement initiative aims to accelerate the digital transformation and visual identity enhancement of local micro-enterprises operating adjacent to the STIE UniSadhu Guna (UBS Business School) campus. Micro-enterprises around academic hubs play a vital role in sustaining the local economy; however, they frequently encounter critical operational bottlenecks, including limited capital, low digital technology adoption, and uncompetitive visual branding. To address these barriers, a Participatory Action Assessment and Assistance (PAAA) framework was executed through a structured four-stage process: pre-assessment surveying, diagnostic needs identification, targeted intervention, and impact evaluation. The mentorship focused on empowering business owners to utilize digital marketing platforms—specifically WhatsApp Business, Instagram, and Shopee—alongside redesigning brand identity elements, such as modernizing logo design and product packaging labels. The results demonstrate that hands-on, step-by-step assistance significantly enhanced participants' digital literacy, operational confidence, and product aesthetics. Furthermore, transitioning from conventional walk-in sales to active digital promotion successfully stimulated consumer engagement and broadened market reach. Overall, this initiative highlights the essential role of university-led community engagement in bridging academic resources with grassroots economic needs, fostering long-term resilience, and strengthening the market competitiveness of local small businesses.