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This study aims to analyze rebranding strategies and marketing communication in building the brand equity of Kopi Bawang Dayak as a regional flagship product. Kopi Bawang Dayak is a local product innovation based on the indigenous wisdom of Kalimantan that has functional and economic potential; however, it still faces challenges such as weak brand identity, unclear positioning, and ineffective marketing communication. This research adopts a qualitative approach using a descriptive method. Data collection techniques include interviews with business actors and consumers, observations of visual identity and promotional media, documentation, and literature review. The results indicate that rebranding strategies implemented through logo updates, packaging redesign, and the reinforcement of local values are able to enhance brand awareness and brand associations among consumers of Kopi Bawang Dayak. Furthermore, marketing communication that emphasizes storytelling, health benefits, and local cultural values through social media contributes to increasing perceived quality and building consumer trust. The synergy between rebranding strategies and marketing communication is proven to play a significant role in strengthening the brand equity of Kopi Bawang Dayak. This study concludes that integrating local identity with modern marketing approaches is a key factor in enhancing the competitiveness of regional flagship products in broader markets.

This research aims to design and implement a village MSME website as a centralized digital promotional medium to overcome the limitations of conventional marketing and expand the market reach of local products more effectively and sustainably. The system was developed using the waterfall method, encompassing requirements analysis, design, implementation, testing, and maintenance. The system was developed using the PHP programming language and the CodeIgniter framework based on the Model-View-Controller (MVC) architecture to ensure a structured, efficient, and maintainable development process. The implementation resulted in a responsive and user-friendly website equipped with key features such as an informative product catalog, village MSME profiles, and a content management system via an admin dashboard that allows MSMEs to update data independently and flexibly. Functional testing demonstrated that all features functioned well and reliably according to user needs. Therefore, this village MSME website can be concluded as an effective digital solution for increasing the visibility of local products, strengthening MSME competitiveness, and supporting village economic growth through sustainable and integrated online promotion.

This study aims to analyze the effect of utilizing online sales application technology on the economic growth of local product-based Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. The rapid advancement of digital technology has encouraged MSMEs to integrate online sales applications into their business processes to enhance competitiveness and business sustainability. This research employs a quantitative explanatory approach using survey data collected from MSME actors who actively utilize online sales application technology. The independent variable in this study is the utilization of online sales application technology, while the dependent variable is MSME economic growth, measured through sales growth, income growth, and market expansion. Data were analyzed using multiple linear regression, including t-test, F-test, and coefficient of determination (R²). The results indicate that the utilization of online sales application technology has a positive and significant effect on MSME economic growth. These findings emphasize the strategic role of digital technology adoption in strengthening MSME performance and supporting inclusive economic growth in Indonesia. The study provides important implications for policymakers and stakeholders in promoting digital transformation among MSMEs.

This study aims to analyze the role of the Langga Sai Village Government in empowering the local product Rombeng Razong as an effort to enhance the village economy and preserve local cultural identity. Rombeng Razong is a traditional woven craft with high economic and cultural value, yet it has not been fully optimized. The research employed a qualitative descriptive approach. Data were collected through interviews, observations, and documentation involving the village government, community leaders, local artisans and youth representatives. The findings reveal that the role of the Langga Sai Village Government as a regulator has been realized through the issuance of Village Regulation No. 4 of 2020 on Local Product Protection. However, its roles as a motivator, facilitator, and catalyst have not been effectively implemented due to limited training, technical assistance, and market access. Low community participation and weak institutional structures also hinder the development of Rombeng Razong as an economic commodity. The study concludes that the success of local product empowerment depends not only on formal regulation but also on the effectiveness of village governance, community participation, and cross-sector collaboration. The village government must therefore strengthen its political role as a driver of inclusive development based on local potential.

This study aims to describe the form of women's empowerment in the development of Micro, Small, and Medium Enterprises (MSMEs) through a case study of the local product business "Mie Des" in Klisat Hamlet, Srihardono Village, Pundong District, Bantul Regency. The method used is descriptive qualitative research with a case study approach, where data is collected through observation, interviews, and documentation of business actors and community leaders. Data analysis uses the Miles and Huberman model which includes data reduction, data presentation, and conclusion drawing. The results show that women's empowerment in the "Mie Des" business includes five main indicators, namely Opportunities, Support, Strengthening, Protection, and Supervision. Women have an important role in the production, management, and marketing of "Mie Des" products, and demonstrate increasing economic independence. Support from family and community is a significant supporting factor, although access to assistance with production tools is still uneven. In terms of empowerment, business actors acquire new skills and become more confident in making decisions. However, legal protection for women's MSMEs is still minimal, and external supervision has not been carried out continuously.

The Community Service Program (KKN) of Universitas Sebelas Maret, Group 217, conducted in Tegalweru Village, Dau District, Malang Regency, was designed to strengthen local economic capacity through strategies of value-added product development and the consolidation of MSME identity based on village potential. The socio-cultural homogeneity of the community, which largely depends on traditional agriculture, creates a paradox between strong social solidarity and weak economic diversification. This condition poses challenges such as limited innovation, low competitiveness, and the underutilization of local resources, thereby necessitating empowerment interventions capable of transforming traditional economic practices into more adaptive and sustainable business models. This study employed a qualitative descriptive approach through participatory observation, semi-structured interviews, and documentation to explore community responses to training on product value addition, packaging, branding, and basic promotional strategies. The findings reveal increased awareness and enthusiasm among MSME actors and housewives to develop local products through simple processing, representative packaging, and distinctive brand identity. These results underscore that KKN not only serves as an implementation of the Higher Education Tri Dharma but also as a strategic empowerment instrument to reinforce the foundation of community-based economic independence. Practically, the program provides a transformative platform for local enterprises, laying the groundwork for sustainable economic development aligned with both global dynamics and the specific needs of rural communities.

This study aims to analyze the marketing strategies implemented by the Donat Seribuan MSME located on Jl. Pancing in enhancing the competitiveness of local products amid increasingly intense market competition. As a pillar of the people's economy, micro, small, and medium enterprises (MSMEs) play a vital role in supporting national economic growth but often face challenges related to market access and the development of effective promotional strategies. This research adopts a descriptive qualitative approach, with data collected through in-depth interviews, direct observation, and documentation. The findings indicate that Donat Seribuan applies a hybrid marketing strategy, combining traditional promotion methods (word-of-mouth, affordable pricing, strategic location) with the use of social media to reach a broader consumer base. The implementation of community-based marketing, product storytelling, and collaboration with local micro-influencers has proven effective in strengthening product image and building customer loyalty. These results highlight the importance of innovative, locally tailored marketing strategies to sustainably enhance MSME competitiveness.

The growth of the digital marketplace presents both opportunities and challenges for MSMEs (Micro, Small, and Medium Enterprises) in protecting their trademarks. This study aims to analyze the legal protections against trademark infringement of local products in the digital marketplace, identify the challenges faced by MSMEs, and formulate effective preventive and repressive strategies. The research employs a normative-empirical approach, analyzing Law No. 20 of 2016 on Trademarks, the Electronic Information and Transactions Law (ITE Law), and a case study of the MSME MoriGe. The findings reveal that while Indonesia's legal framework for trademark protection is adequate, its implementation faces obstacles such as low awareness among MSMEs regarding trademark registration, slow law enforcement, and the complexity of infringements in the digital space. This study recommends proactive trademark registration, enhanced collaboration with digital platforms, and widespread legal outreach to MSMEs. The research findings are expected to contribute to strengthening legal protections for local product trademarks in the digital era.

North Kalimantan is one of the provinces in Indonesia that has marine and fisheries potential. The marine and fisheries sector, which has the potential to contribute to the regional economy, is expected to bring about an increase in the economy evenly and evenly in each region. MSMEs have a very important role in driving the wheels of the economy in the North Kalimantan region. The development of Nuggets from Milkfish can be one way to improve the economy of the people of North Kalimantan. This Community Service Activity was carried out in Kampung 4 Village, East Tarakan District, Tarakan City, North Kalimantan Province on May 4, 2025 at 18.30 - 19.30 WITA. This activity was carried out in Taman Berkampung and one of the shops owned by local residents, Kampung 4 Village, attended by MSMEs and visitors/buyers at Taman Berkampung. The methods used in this activity are procedures for managing and improving tropical marine resources, as well as documentation. The benefits of education provided to residents or MSMEs in the area are so that residents can know that utilizing marine resources can increase the competitiveness of local products and encourage economic independence. This activity was carried out through several series, namely making nuggets from milkfish, socialization, nugget testimonials, and documentation

This community service activity aims to explore and optimize the local potential of the abundant soursop fruit in Puteri Betung Village, Gayo Lues Regency. The primary problem lies in the local community's underutilization of the abundant soursop fruit. This activity was conducted in the form of training on making soursop dodol and product packaging design. The methods used include a participatory approach, direct training, and evaluation of the work produced. This activity resulted in an increased understanding among the community regarding the added value of soursop fruit, improved technical skills in product processing, and support from the local government for the continuation of the product. The soursop dodol product successfully won 1st place in the local potential utilization category at the district-level expo. The results of this activity show that local potential-based mentoring can be an effective medium for empowering the community's economy.

This research aims to determine and analyze the influence of marketing mix and brand image as a marketing strategy. Before marketing activities occur, it is important for business actors, in this case weaving SMEs in Bima City, to know buyer behavior first to know what strategies will be implemented to market woven products. Determining a marketing strategy through a marketing mix that is right on target and increasing the brand image of woven products can increase consumer purchasing decisions as well as an effort to maintain the existence of local products in Bima City. The type of research in this research is quantitative. The method used in this research is an explanatory survey approach, namely through collecting data from respondents. The research instrument used was a questionnaire with a Likert scale containing a list of questions for respondents to answer. The sample in this study amounted to 200 people. Then, to test the research, it was carried out with the help of Smart Partial Least Square (SmartPLS) Software. The research results marketing mix and brand image have a significant influence on the decision to purchase woven fabric as an effort to maintain the existence of local products in Bima City

Mekarmukti Village MSME Corner is a local initiative that aims to develop the village economy through empowering Micro, Small and Medium Enterprises (MSME). This initiative focuses on increasing production capacity, market access, and improving the quality of local products. This research aims to instill the role of the MSME Corner in supporting the economic growth of Mekarmukti Village, as well as identifying the challenges faced by MSME actors. The research results show that the UMKM Corner makes a significant contribution in creating jobs and increasing the income of village communities. However, there are obstacles such as limited capital, access to technology and marketing that still need to be overcome. With the right support from the government and community, the MSME Corner has great potential to become a driving force for the economy of Mekarmukti Village in the future.  

Kopiko's positive reputation as a global brand is a consideration for PT Mayora Indah Tbk in innovating its marketing by choosing a product placement strategy. Product placement is a form of brand placement, product packaging or certain logos that are integrated with the film plot. PT Mayora Indah Tbk chose to market Kopiko in Korean drama series considering that Korean dramas are currently popular and have many fans in the world. This research aims to analyze the use of Korean drama entertainment as a marketing strategy for local Kopiko products. The research was conducted using a descriptive qualitative approach. Data comes from search results in various official publications and relevant digital databases. The research results show that the product placement that appears in the drama is done by inserting advertisements naturally in an effort to touch the thoughts and feelings of the audience by clearly displaying the product, brand and logo of the Kopiko candy. Product placement in popular dramas accompanied by the attractiveness of the actresses involved can arouse curiosity in potential consumers to find out more about the product that appears. Kopiko's first appearance in the Korean drama entitled 'Vincenzo', followed by other Korean dramas, became a hot topic of conversation on social media. Indonesian people seem enthusiastic about the emergence of Indonesian brands and quite a few feel proud because local products appear in Korean dramas which have recently been in great demand by people from various parts of the world.

Penelitian ini bertujuan untuk mengeksplorasi sejauh mana citra merek dan kualitas produk dapat memengaruhi loyalitas konsumen generasi milenial terhadap Mie Instan Sedaap, dengan kepuasan konsumen sebagai variabel mediasi. Generasi milenial dipilih sebagai fokus karena mereka merupakan kelompok usia produktif yang memiliki karakteristik konsumsi yang unik, kritis terhadap merek, dan cenderung loyal terhadap produk yang sesuai dengan nilai dan preferensi mereka. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek memiliki pengaruh signifikan terhadap kepuasan konsumen, sedangkan kualitas produk tidak menunjukkan pengaruh yang signifikan terhadap kepuasan. Namun, secara langsung, baik citra merek maupun kualitas produk terbukti berpengaruh terhadap loyalitas konsumen. Sementara itu, kepuasan konsumen tidak memiliki pengaruh langsung terhadap loyalitas, dan tidak berperan sebagai mediator antara citra merek maupun kualitas produk terhadap loyalitas. Temuan ini memberikan wawasan bagi produsen Mie Sedaap dalam merancang strategi merek yang lebih relevan dengan nilai-nilai generasi milenial untuk meningkatkan loyalitas mereka.

Preserving local culture, especially batik, is an important aspect of sustainable development in Indonesia. This research aims to see how people in Indonesia realize how important it is to preserve batik culture, especially for the community to encourage local products. This research uses a qualitative descriptive method with primary data in the form of observations and interviews and secondary data in the form of literature studies, including books, journals and other internet sources. The research results found that efforts to preserve batik continue, driven by the government's commitment as a member of the UNESCO Creative Cities Network (UCCN). Through the implementation of the Sustainable Development Goals (SDGs), creative cities like Pekalongan can become models of sustainable development by combining aspects of creativity, arts education and cultural heritage preservation. In this way, local culture is not only a national identity, but also an instrument for achieving overall sustainable development goals.

Seolah telah menjadi rahasia umum bahwa bangsa Indonesia sepertinya terlanjur menjadi “pemuja” produk-produk luar negeri. Kita cenderung lebih bangga terhadap produk orang lain daripada produk anak bangsa sendiri. Tujuan penulisan artikel ini untuk mengingatkan betapa pentingnya mencintai produk lokal untuk menunjang eksistensi UMKM. Penulisan artikel ini menggunakan metode studi literatur. (Kurang temuan dan implikasi) .