Strengthening Human Resources in Jenang Blitar MSME through Product Storytelling Based on Local Wisdom

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Blitar— Blitar Jenang MSME Boosts Digital Marketing Through Local Wisdom Product Storytelling. The community service program conducted by Evita Novilia, Gleydis Harwida, Yaoma Tertibi, Hana Athia Akhzalini, Nur Hasan, and Yesy Amhelya was published in January 2026 in the Bestari Community Service Journal (JPMB).

The team, consisting of Evita Novilia, Gleydis Harwida, Yaoma Tertibi, Hana Athia Akhzalini, Nur Hasan, and Yesy Amhelya, trained business actors to highlight the cultural stories behind their products as digital promotional material. The results are significant because MSME actors now have a clearer brand identity, more attractive promotional content, and the confidence to reach online consumers.

The community service team sees great potential in product storytelling based on local wisdom. In modern marketing, stories are not just complementary, but an emotional bridge between products and consumers. For traditional foods such as jenang, stories about family heritage, production processes, local ingredients, and cultural significance can be a strong differentiator while keeping local identity alive.

Key Findings

The program delivered measurable improvements in human resource capacity:

Stronger narrative skills: Participants were able to develop authentic product stories rooted in local values and production history.
Better promotional content: Visual and text materials became more appealing, consistent, and aligned with brand identity.
Higher confidence: MSME staff felt more comfortable promoting products through social media and direct communication.
Ready-to-use digital assets: The MSME now has a collection of photos, videos, and storytelling captions for ongoing online promotion.

These outcomes show that storytelling training can directly enhance digital marketing readiness for small businesses.

Why It Matters

For MSMEs, competing online is no longer optional. Consumers are drawn to brands with meaning, not just products. By highlighting the cultural story behind jenang—its traditional recipe, local ingredients, and role in community life—the MSME gains a stronger emotional appeal. This approach also supports cultural preservation by presenting local heritage as economic value.

Evita Novilia from Nahdlatul Ulama University Blitar emphasizes that storytelling allows small businesses to “communicate identity, not just sell goods.” According to the team, aligning product narratives with local wisdom helps SMEs stand out while maintaining authenticity.

Broader Impact

The program demonstrates how universities can support local economies through practical knowledge transfer. Stronger marketing skills can lead to wider market access, more stable income, and long-term business sustainability. The model used here—training, mentoring, and digital content practice—can be replicated for other traditional food producers and cultural products.

For policymakers and development agencies, the findings highlight the value of human resource development in digital communication, especially for heritage-based MSMEs. For educators, it shows how cultural literacy and entrepreneurship can work together. For the business community, it reinforces that authentic storytelling is a strategic marketing tool, not just a creative addition.

Author Profiles

Evita Novilia, M.Pd. – Dosen Universitas Nahdlatul Ulama Blitar
Gleydis Harwida, M.M. – Dosen Universitas Nahdlatul Ulama Blitar
Yaoma Tertibi, M.Pd. – Akademisi Universitas Nahdlatul Ulama Blitar
Hana Athia Akhzalini, M.M. – Dosen Universitas Islam Balitar Blitar
Nur Hasan, M.Pd. – Dosen Universitas Nahdlatul Ulama Blitar
Yesy Amhelya, M.M. – Dosen Universitas Nahdlatul Ulama Blitar

Source

Novilia, E., Harwida, G., Tertibi, Y., Akhzalini, H.A., Hasan, N., & Amhelya, Y. “Strengthening Human Resources in Jenang Blitar MSME through Product Storytelling Based on Local Wisdom.”

Jurnal Pengabdian Masyarakat Bestari (JPMB), Vol. 5 No. 1, 2026, hlm. 63–70.

DOI: https://doi.org/10.55927/jpmb.v5i1.589

URL resmi: https://nblformosapublisher.org/index.php/jpmb