AI-Based Brand Equity Management Training for Student Technopreneurs in Business Incubation Programs
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Brand Equity,
Business Incubation,
Community Service,
Technopreneurship
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Ayung Candra Padmasari
Asep Ridwan Lubis
Muhammad Hasan Basari
Firdaus Aslamy
Abstract
Background: The transformation of technopreneurship in higher education requires the integration of digital technologies and entrepreneurial competencies to prepare students for the digital economy. However, students often face limitations in brand equity management, artificial intelligence (AI) utilization, and practical business implementation.
Aims: This community service program aims to enhance students’ technopreneurial capacity through AI-based brand equity management training within a business incubation program.
Methods: The activity involved 15 students divided into five business groups and was conducted from May 9 to August 31, 2025. The program adopted a Participatory Action Research (PAR) approach, consisting of training sessions, business mentoring, and practical activities in developing business plans and prototypes. To evaluate the effectiveness of the program, a pre-test and post-test design using a Likert-scale questionnaire was applied. The pre-test was conducted on May 9, 2025, and the post-test on August 31, 2025.
Results: The results showed that the average competency score increased from 62.4 (moderate category) to 81.7 (good category). Improvements were observed across key indicators, including digital literacy, brand equity strategy, collaboration with MSMEs, attitude and motivation, and time management. The program produced one independent student business and four business prototypes ready for incubation. In addition, participants demonstrated an improved ability to utilize AI tools for market analysis, digital marketing, and content creation.
Conclusion: AI-based training combined with mentoring can support the development of student technopreneurs and enhance their readiness for the digital economy.
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Copyright (c) 2026 Ayung Candra Padmasari, Asep Ridwan Lubis, Muhammad Hasan Basari, Firdaus Aslamy
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