Empowering Women Entrepreneurs through Cinta Cassava Chips Branding and Digital Marketing

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are essential drivers of Indonesia’s economy, contributing to both job creation and poverty reduction. However, many rural women-led MSMEs face challenges in product branding and digital marketing adoption. This study focuses on empowering women entrepreneurs in Tanjung Pura through the development of “Cinta Cassava Chips,” a local product aimed at strengthening competitiveness via branding and digital promotion. Using a participatory action research (PAR) approach, the program provided training in packaging design, storytelling, and digital marketing strategies. Findings show improved entrepreneurial skills, increased market access, and strengthened community-based women empowerment