REBRANDING DAN PEMASARAN DIGITAL PRODUK UMKM SEPATU ROSALIE DESA SINDANGSARI, KABUPATEN SERANG

The potential of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia is often constrained by weak branding and digital marketing aspects. This community service activity aims to enhance the value and competitiveness of Rosalie Shoe MSME products in Sindangsari Village, Serang Regency through an integrated rebranding program. The method used was Participatory Action Research (PAR) with a participatory approach that actively involved partners in all stages of activities. The program included situation analysis, design of the new brand identity "ROSALIE Handmade Shoes from Banten", rebranding implementation, and digital marketing training. The results showed a comprehensive transformation of brand identity, improved digital capabilities of partners, and a significant 40% increase in product value. Additionally, the Instagram account @rosalie.banten.handmadeshoes successfully gained 457 followers with a 5.7% engagement rate within two months. The conclusion of this activity is that a holistic and participatory rebranding approach is effective in empowering traditional MSMEs to compete in the modern market. Continuous mentoring is recommended to ensure consistency and further development.