Cultural Heritage–Based MSME Development: Indonesia–Thailand Community Service Program

Abstract

Studi ini membahas pengembangan UMKM berbasis warisan budaya melalui Program Pengabdian Masyarakat Indonesia–Thailand yang berfokus pada penguatan kapabilitas bisnis tanpa mengurangi integritas budaya. Program dirancang dalam lima tahap: analisis kebutuhan dan pemetaan baseline, perancangan modul intervensi, pelatihan dan lokakarya berbasis learning-by-doing, pendampingan implementasi melalui co-creation dan peer review lintas negara, serta monitoring–evaluasi dan diseminasi luaran. Fokus intervensi mencakup penegasan proposisi nilai berbasis budaya (storytelling, autentisitas, diferensiasi), perbaikan kualitas produk/kemasan, penguatan pemasaran digital (konten, kanal media sosial/marketplace, dan metrik sederhana), serta peningkatan kelincahan merespons dinamika pasar. Hasil program menunjukkan adanya penguatan narasi merek dan positioning berbasis warisan budaya, peningkatan kesiapan kanal digital dan kualitas konten, perbaikan elemen produk yang lebih “market-ready”, serta terbentuknya rutinitas evaluasi dan penyesuaian strategi berdasarkan sinyal pasar. Dimensi lintas negara memperkaya pembelajaran melalui pertukaran praktik dan peer review yang membantu UMKM menerjemahkan nilai budaya menjadi pesan pasar yang relevan. Temuan ini menegaskan bahwa pengembangan UMKM berbasis warisan budaya efektif ketika transformasi digital dipadukan dengan pendampingan implementatif yang membangun rutinitas belajar dan respons adaptif. Artikel ini memberikan implikasi praktis bagi desain program pengabdian dan kebijakan penguatan UMKM untuk mendorong daya saing, keberlanjutan usaha, dan pelestarian warisan budaya secara simultan..

Abstract

This study examines cultural heritage–based MSME development through an Indonesia–Thailand Community Service Program that strengthens business capabilities while safeguarding cultural integrity. The program was implemented in five stages: needs assessment and baseline mapping, intervention module design, learning-by-doing workshops, implementation mentoring through co-creation and cross-country peer review, and monitoring–evaluation with output dissemination. The intervention focused on sharpening heritage-based value propositions (storytelling, authenticity, differentiation), improving product/packaging readiness, enhancing digital marketing practices (content development, social media/marketplace optimization, and simple performance metrics), and building market responsiveness. The results indicate clearer brand narratives and heritage-based positioning, improved digital channel readiness and content quality, more market-ready product elements, and emerging routines for evaluating and adjusting strategies based on market signals. The cross-country dimension added value through knowledge exchange and peer review, helping MSMEs translate cultural meaning into market-relevant messages. Overall, the findings suggest that heritage-based MSME development is most effective when digital transformation is combined with hands-on mentoring that institutionalizes learning routines and adaptive responsiveness. The article offers practical implications for designing community service programs and MSME policy to enhance competitiveness, business sustainability, and heritage preservation simultaneously.

  Kata kunci: UMKM; warisan budaya; pengabdian masyarakat; pemasaran digital; kelincahan pasar; Indonesia–Thailand