Publication Search

Micro, Small, and Medium Enterprises in the culinary sector face multiple competitive pressures encompassing product legality, consumer trust, and the effectiveness of value communication. This Community Service activity was conducted at Warung Sambal Cidero, a culinary MSME in Kediri City, from March 28, 2026, to April 25, 2026, using a Participatory Action Research approach with four cycles: planning, action, observation, and reflection. Two main interventions were implemented: strengthening halal certification through supply chain audits, developing a Halal Product Assurance System, and assisting with SIHALAL-BPJPH registration; and improving price value strategies through consumer perception-based rebranding, value-based pricing, and optimizing digital marketing. The reflective evaluation confirmed substantive changes in the business owner's understanding of halal as a strategic business instrument, improvements to the raw material recording system, and a shift in consumer perception from a price-oriented to a value-oriented one. This activity contributes to the theoretical integration of the PAR approach and strategic management and marketing frameworks in the context of Indonesian culinary MSMEs.

The community service activity conducted in Dusun Wates, focusing on the empowerment of Ibu Siti’s UMKM (Small and Medium Enterprises) producing Banana and Gadung Chips, has shown significant results in improving entrepreneurial capacity and social transformation within Ibu Siti’s family. This research aims to explore the outcomes of the community service program, linking the findings to theories of entrepreneurship, community empowerment, and social change. The activities involved managerial assistance, product rebranding, and online marketing, which led to better management practices, an improved product identity, and increased market reach. The application of digital marketing proved effective in expanding market access for local products, contributing to the economic growth of the family. This study also highlights the importance of family-based entrepreneurship in achieving sustainable social and economic change. The results are aligned with the findings of previous studies, such as those by Wahyuni (2022) and Raharjo (2021), and suggest that the integration of technology and local leadership can significantly drive social transformation at the community level.

According to Law No. 20 of 2008, micro enterprises in Indonesia are defined as businesses owned by individuals or sole proprietorships meeting specific asset and turnover criteria. Aneka Keripik Mama Uni, an micro enterprise that has operated for 10 years in Fakfak Regency, yet it still face challenges such as weak branding and limited distribution channels. This community service project aims to provide recommendations and implement effective branding strategies to support the partner's business development. The results demonstrate a significant branding transformation through the rebranding of the business to Camilan Baye. The strategy implementation encompasses the development of five core components: brand identity, brand image, brand personality, brand positioning, and brand elements. Specifically, the program produced modern and informative packaging designs for five product variants Garlic Peanuts, Hidden Peanuts, Fried Spicy Taro, Banana Chips, and Garlic Sticks complete with the Indonesian Halal logo, "100% Indonesia" labels, and clear contact information. Furthermore, marketing reach was expanded through Facebook social media optimization and the creation of offline promotional media in the form of standing banners. The implementation of this activity has successfully enhanced the partner's knowledge, skills, and capabilities in visual trend-based product design and marketing digitalization to support business sustainability in a competitive market.

The Impact-Oriented Community Service Program (KKN Berdampak) conducted by students of Universitas Mayjend Sungkono in Kebontunggul Village, Gondang District, Mojokerto Regency focused on optimizing branding and digital marketing for the Lembah Mbencirang tourist destination. Lembah Mbencirang is a village-based tourism destination with significant natural and educational potential; however, this potential has not been widely recognized due to limitations in branding and digital marketing. This community service program aimed to sustainably increase tourist visits through SWOT analysis, visual identity rebranding, and digital marketing campaigns utilizing social media, search engine optimization (SEO), and visual content. The activities were carried out participatively in collaboration with the local Village-Owned Enterprise (BUMDes) and Tourism Awareness Group (Pokdarwis) using observation, mentoring, and promotional content development methods. The results indicate that the optimization of branding and digital marketing at Lembah Mbencirang Tourism produced initial outcomes in the form of digital media readiness and increased understanding among tourism managers. Although the impact on visitor numbers has not yet been measured significantly, a digital marketing foundation has been established as an initial step toward the development of village tourism.

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.

The Community Service Program (KKN) in Kampung Kelam Pagi, Tanjungpinang City, focused on strengthening Mencalok MSMEs through a rebranding strategy. A participatory approach was used to engage the community at every stage, from observation, planning, and implementation to evaluation. The activities included the creation of a new logo, product packaging improvements, and the facilitation of Business Identification Number (NIB) registration for MSME actors. The results showed significant improvements in the product's visual identity, business legality, and market value of Mencalok in local and regional markets. Rebranding also provided additional benefits, such as legal recognition, access to government programs, financing opportunities, and the promotion of traditional culinary culture. The program empowered women by enhancing their managerial skills and fostering economic independence. In addition to these efforts, digital marketing strategies were introduced, helping the MSMEs reach a broader audience and improve their online presence. Product diversification was also recommended to strengthen competitiveness and ensure long-term business sustainability. These findings highlight that rebranding is not merely a visual change but a strategic tool that enhances the economic, social, and cultural value of traditional MSMEs. By integrating modern business practices with local cultural heritage, this initiative not only improved business outcomes but also contributed to the preservation and promotion of regional traditions.

MSMEs have a crucial role in the Indonesian economy, but many of them still face obstacles in terms of branding and digital marketing. The lack of understanding of the importance of visual identity and digital strategy causes MSME products to be less prominent in a competitive market. This community service activity aims to improve the quality of branding of MSME products in Wonorejo Village, Pasuruan City, through the Participatory Rural Appraisal (PRA) approach which involves stages of counseling, training, and direct assistance to business actors. The counseling is focused on a basic understanding of visual branding, including elements of brand identity such as logos, colors, typography, and packaging. The training emphasizes hands-on practice in designing promotional packaging, logos, and banners using digital platforms like Canva. Furthermore, mentoring is carried out to identify specific branding obstacles faced by each MSME and develop applicative solutions collaboratively. The results of the activity show a significant increase in the quality of branding MSME products visually and digital marketing strategies. One of the fostered MSMEs, namely AM Jaya and Berkah Mandiri, has succeeded in rebranding packaging and developing digital marketing channels through e-commerce platforms and social media. In addition, business actors become more confident in presenting their products to consumers and business partners. MSMEs are also beginning to realize the importance of brand consistency in building customer loyalty and increasing competitiveness. The response of the participants to this activity was very positive, reflected in the enthusiasm during the training and the commitment to implement the learning outcomes. Some MSMEs are starting to form small communities to share best practices in terms of branding and promotion.

Micro, Small, and Medium Enterprises (UMKM) play a crucial role in driving local economic growth, particularly in the food and beverage sector. However, many UMKM, such as Cipta Rasa Mulya, still face significant challenges in adopting modern marketing approaches to expand their reach and enhance their competitiveness. This community service program focuses on addressing two major issues: the lack of effective digital marketing utilization and the weak brand identity—especially in packaging design—of the dairy products produced by the UMKM. Through a structured and intensive training program, this initiative aims to provide UMKM actors with comprehensive knowledge and practical skills in rebranding and digital marketing. The activities include workshops on digital branding strategies, hands-on mentoring sessions for social media management, product photography, and brand storytelling, as well as ongoing evaluations to monitor progress and implementation. The expected outcomes of this program are multifaceted, including improved brand awareness among consumers, more attractive and informative packaging, increased product variety, and broader market reach through the use of digital platforms such as Instagram, TikTok, and e-commerce channels. By enhancing the UMKM’s ability to present their products professionally and utilize social media for marketing purposes, this program supports the development of more competitive and sustainable business practices. In the long term, it is anticipated that such interventions will not only increase the visibility of Cipta Rasa Mulya’s dairy products but also strengthen their position in both local and national markets. Ultimately, this initiative highlights the importance of combining technological adaptation with creative branding in empowering UMKM and stimulating inclusive economic growth.

This study explores the rebranding of Universitas Karya Husada Semarang as a strategic effort to enhance brand awareness in a competitive higher education environment. The research adopts a qualitative descriptive approach combined with the Research and Development (R&D) method to design and validate an effective rebranding strategy. Data were collected through observations, interviews with university stakeholders, and questionnaires distributed to students and the general public. The rebranding process involves updating the visual identity, refining brand communication, and strengthening institutional positioning. The R&D stages include problem identification, data collection, product design, expert validation, and limited testing. Results show that a structured, research-based rebranding approach significantly improves brand awareness and public perception. This initiative not only reinforces the university’s image but also increases its appeal to prospective students. The study offers strategic insights for other educational institutions seeking to strengthen their brand identity. 

MSMEs play an important role in economic growth, but still face challenges in branding and digital marketing. Kiringan Hamlet, as one of the traditional herbal medicine production centers, is experiencing obstacles in marketing their products due to the lack of attractive visual identity and minimal utilization of digital technology. This service program aims to assist MSMEs in Kiringan Hamlet in improving their branding and competitiveness through logo and packaging redesign and website design as a digital marketing medium. The methods used include observation, interviews, solution design, and digital-based design implementation. The results of this program show that the new logo design and packaging stickers increase product attractiveness and strengthen MSME brand identity. In addition, the website design provided a digital solution to expand market reach. The evaluation showed that MSME players responded positively to this contribution and began to realize the importance of digital branding in marketing. With this program, it is expected that MSMEs in Kiringan Hamlet can be more developed and able to compete in a wider market with more effective digital branding and marketing strategies.

MSMEs play an important role in economic growth, but still face challenges in branding and digital marketing. Kiringan Hamlet, as one of the traditional herbal medicine production centers, is experiencing obstacles in marketing their products due to the lack of attractive visual identity and minimal utilization of digital technology. This service program aims to assist MSMEs in Kiringan Hamlet in improving their branding and competitiveness through logo and packaging redesign and website design as a digital marketing medium. The methods used include observation, interviews, solution design, and digital-based design implementation. The results of this program show that the new logo design and packaging stickers increase product attractiveness and strengthen MSME brand identity. In addition, the website design provided a digital solution to expand market reach. The evaluation showed that MSME players responded positively to this contribution and began to realize the importance of digital branding in marketing. With this program, it is expected that MSMEs in Kiringan Hamlet can be more developed and able to compete in a wider market with more effective digital branding and marketing strategies.

This research explores the strategic positioning of Pegadaian UPC Ajibarang’s products using the Boston Consulting Group (BCG) matrix as a tool for evaluating market performance and future potential. Pegadaian plays a crucial role as a microfinance institution by offering accessible financial solutions such as gold/jewelry pawning, gold savings (digital and physical), installment-based precious metal purchases, electronic pledging, KUR based on vehicle ownership documents, and Hajj savings plans. The study employs a qualitative descriptive approach, gathering insights from comprehensive interviews with both employees and customers. Findings indicate that each product faces unique obstacles and opportunities. Key challenges include customer dissatisfaction regarding service quality, limited adoption of cashless transactions by elderly clients, and traditional promotional methods relying on brochures and word-of-mouth. By mapping products based on market share and growth prospects through the BCG matrix, the study identifies which offerings should be prioritized for development, stability, or rebranding. In response, it is recommended that Pegadaian UPC Ajibarang enhance its marketing and customer service strategies, broaden digital engagement efforts, and introduce user-friendly technological solutions for older clientele. These steps are essential to strengthen competitiveness and ensure long-term sustainable growth for their most promising financial products.

Pets and livestock play an important role in everyday life, both economically and socially. However, both require optimal care and health to ensure their well-being and prevent potential health risks to humans. Annajah Vet Care, Pet & Poultry Shop comes as a veterinary clinic that provides comprehensive health services, such as vaccinations, hospitalization, grooming, and provision of feed for livestock and pets. Despite operating for two years, the clinic does not yet have a strong and consistent visual identity, as evidenced by the use of two similar logos that do not reflect the brand image. Promotion is also still limited to physical media and conventional methods such as word of mouth, with no utilization of social media. Surveys show that the majority of people recognize Annajah Vet Care as an animal health service provider, but brand awareness of its role as a pet shop is still low. To overcome this challenge, concept design was conducted as a strategic effort to strengthen brand identity through the application of a consistent and representative visual identity. In addition, the use of social media was optimized to reach a wider audience and support effective promotional efforts. Rebranding is expected to increase brand awareness, improve public perception of the services offered. With the right branding approach, Annajah Vet Care is expected to be able to compete in the market.

Digital business transformation has become one of the main necessities for Micro, Small, and Medium Enterprises (MSMEs) to compete in the modern era. This research discusses implementing digital marketing strategies through an entrepreneurship mentoring program for Mooi Gift MSMEs, which focuses on hampers and gift products in Malang. The methods used include individual approaches, training, and rebranding, to improve operational efficiency, digitalizing bookkeeping, and optimizing digital marketing. The mentoring results include the creation of e-commerce accounts, social media rebranding, digital financial management training, and website development to expand market reach. The findings indicate that digital marketing strategies can enhance SMEs' visibility and competitiveness while positively impacting product sales and branding. This study recommends continuously monitoring and developing digital marketing strategies so MSMEs can constantly adapt to market dynamics.

Digital business transformation has become one of the main necessities for Micro, Small, and Medium Enterprises (MSMEs) to compete in the modern era. This research discusses implementing digital marketing strategies through an entrepreneurship mentoring program for Mooi Gift MSMEs, which focuses on hampers and gift products in Malang. The methods used include individual approaches, training, and rebranding, to improve operational efficiency, digitalizing bookkeeping, and optimizing digital marketing. The mentoring results include the creation of e-commerce accounts, social media rebranding, digital financial management training, and website development to expand market reach. The findings indicate that digital marketing strategies can enhance SMEs' visibility and competitiveness while positively impacting product sales and branding. This study recommends continuously monitoring and developing digital marketing strategies so MSMEs can constantly adapt to market dynamics.

Jago Coffee is a retail business in the coffee shop industry that adopts the idea of Cafe on Wheels, a new idea in coffee sales. Yoshua Tanu, the owner of Coffee Jago, plans to do a rebranding in 2022. In addition to changes to the idea and design of the Jago Coffee electric wagon bicycle, customers can now order their drinks easily through this special app. The concept of a coffee shop around, which allows consumers to enjoy quality coffee at affordable prices, is very attractive and consumer in demand. The aim of the research is to identify and analyze the influence of brand image and price simultaneously on the interest of consumers to buy Jago coffee in South Jakarta. Using the questionnaire method for data collection as well as data processing using SPPS version 26 and its method of analysis is quantitative analysis, which is the method of statistical analysis. It is then known that brand image and price have a significant influence on buying interest. This research provides valuable insights for companies to optimize their marketing strategies by paying attention to brand image and price as key factors affecting consumer purchasing interests.

This research aims to improve public health and economic education in Ciantra Village through stunting counseling programs, health checks, and MSME development. The methods used include counseling at Posyandu to increase awareness about stunting and the importance of routine health checks, as well as MSME bazaars accompanied by marketing training to strengthen the local economy. The results of the study showed an increase in public understanding of stunting prevention and early detection of health problems, as well as an increase in sales of MSME products after rebranding. This program is not only successful in overcoming existing health and economic problems, but also strengthens the status of Ciantra Village as an independent village. The implementation of this program can be a model for other villages in an effort to achieve community independence and welfare.

The purpose of this study is to explain the strategy in encouraging MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency, namely by rebranding. This research discusses the rebranding strategy for five MSMEs in Kedungpeluk Village, Candi District, Sidoarjo Regency as a form of care. Rebranding is one of the tactics that has proven effective in increasing the competitive ability and relevance of MSMEs. For MSME players, rebranding can have a positive impact, namely attracting consumer attention, contributing to increased sales, responding to changes in market trends, expanding the market, building relationships with consumers, strengthening positions in competitive industries, and realizing potential that can attract consumer attention to the importance of this and maintain existing Indonesian local culture. This rebranding also provides solutions for MSME players to improve the quality of their products, especially through more attractive packaging.

This study aims to determine the effect of rebranding, service quality, and brand ambassadors on GoFood consumer satisfaction and loyalty in Mojokerto with the population of Gen Z and Gen M. The sampling technique used is non- probability sampling with purposive sampling method and the number of respondents is 251 people. The results showed that rebranding had no effect on customer satisfaction, but service quality and brand ambassadors had a significant effect on customer satisfaction. In addition, rebranding and brand ambassadors have no effect on consumer loyalty, while service quality has a positive effect on consumer loyalty. Customer satisfaction also has a significant effect on customer loyalty. However, customer satisfaction does not mediate the relationship between rebranding and customer loyalty, but is able to mediate the effect of service quality and brand ambassadors on customer loyalty.

Pengabdian terhadap masyarakat ini bertujuan untuk melakukan digitalisasi UMKM “Kedai Neng Wati” melalui rebranding logo dan peningkatan pemasaran online. Kegiatan melibatkan pemilik usaha, Kelurahan Medokan Semampir, dan tim KKN kelompok 6. Metode yang digunakan adalah pendekatan partisipatif, meliputi survey dan wawancara, penyuluhan, pelatihan dan pendampingan. Hasil yang dicapai adalah terciptanya brand identity baru melalui rebranding logo, peningkatan kemampuan pengelolaan media sosial dan toko online, serta peningkatan penjualan produk secara daring. Dampak positifnya adalah meningkatnya daya saing UMKM “Kedai Neng Wati” di era digital. Kegiatan ini memberikan kontribusi bagi pemberdayaan ekonomi masyarakat melalui pengembangan UMKM yang lebih berdaya saing. Berdasarkan observasi dan wawancara, ditemukan permasalahan pada UMKM “Kedai Neng Wati”, yaitu : logo kurang menarik, kurangnya pemanfaatan media digital, dan terbatasnya pengetahuan pemilik dalam mengelola media digital. Upaya digitalisasi melalui rebranding logo dan peningkatan pemasaran online dilakukan untuk meningkatkan daya saing UMKM di era digital.