A.Rohendi, Achmad Dheni Suwandhini, Ignatius Wiseto P. Agung, Nur Afifah Lutfina

Personal Branding di Era Digital (Studi Kasus KPBS Pangalengan)

Introduction

Personal branding di era digital (studi kasus kpbs pangalengan). Tingkatkan pemahaman personal branding di era digital untuk koperasi melalui studi kasus KPBS Pangalengan. Pelajari strategi membangun reputasi dan keberlanjutan organisasi dengan media sosial.

Abstract

Perkembangan teknologi informasi dan komunikasi mendorong organisasi untuk membangun citra dan reputasi melalui ruang digital. Personal branding tidak hanya relevan bagi individu, tetapi juga menjadi strategi penting bagi organisasi, termasuk koperasi, dalam membangun kepercayaan publik dan menjaga keberlanjutan kelembagaan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan keterampilan pengurus serta anggota Koperasi Peternakan Bandung Selatan (KPBS) Pangalengan dalam membangun personal branding di era digital melalui pemanfaatan media sosial. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan metode studi kasus, melalui kegiatan sosialisasi, pelatihan, dan pendampingan. Hasil kegiatan menunjukkan bahwa sebelum pendampingan dilakukan, pemanfaatan media sosial oleh koperasi masih bersifat informatif dan belum dikelola secara strategis sebagai sarana personal branding kelembagaan. Setelah kegiatan dilaksanakan, pengurus dan anggota menunjukkan peningkatan pemahaman mengenai pentingnya konsistensi komunikasi digital, keaslian pesan, serta pemanfaatan aktivitas operasional koperasi sebagai konten personal branding. Kegiatan ini berkontribusi dalam memperkuat kesadaran pengurus dan anggota bahwa personal branding digital merupakan bagian integral dari pengelolaan koperasi yang dapat mendukung penguatan reputasi kelembagaan dan keberlanjutan ekonomi peternak di era digital.

Review

The paper, titled "Personal Branding di Era Digital (Studi Kasus KPBS Pangalengan)," addresses a highly relevant and contemporary issue: the strategic importance of personal branding for organizations in the digital era. The abstract clearly articulates how the rapid advancements in information and communication technology necessitate organizations, including cooperatives like Koperasi Peternakan Bandung Selatan (KPBS) Pangalengan, to build their image and reputation through digital channels. This community service initiative is well-positioned to tackle the critical need for enhancing the understanding and skills of KPBS management and members in leveraging social media for institutional personal branding, aiming to foster public trust and ensure long-term sustainability. Methodologically, the study employs a qualitative descriptive approach utilizing a case study design, which is appropriate for delving into the specific context of KPBS Pangalengan. The intervention primarily involved practical, hands-on activities such as socialization, training, and mentoring, directly engaging the target audience. Crucially, the abstract highlights a pre-intervention state where the cooperative's social media usage was merely informative rather than strategically managed for institutional personal branding. This establishes a clear baseline against which the effectiveness of the community service activities can be evaluated, demonstrating a well-considered implementation strategy. The findings reveal a positive and impactful outcome, indicating a significant increase in understanding among KPBS management and members regarding crucial aspects of digital personal branding. Specifically, participants demonstrated enhanced comprehension of the importance of consistent digital communication, message authenticity, and the strategic utilization of daily operational activities as compelling content. This initiative effectively contributes to strengthening the awareness that digital personal branding is an integral component of cooperative management. Ultimately, the paper underscores the potential for this strategic approach to bolster institutional reputation and support the economic sustainability of livestock farmers in the digital age, offering valuable insights into practical applications for similar organizations.

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