PENDAMPINGAN PEMBUATAN BRANDING DAN LABEL PRODUK LOKAL DUSUN KEMPUL UNTUK MENINGKATKAN DAYA SAING
DOI:
https://doi.org/10.61136/55h6e289Kata Kunci:
MSMEs, visual branding, logo and label, assistance, competitivenessAbstrak
Brand identity gaps are a crucial obstacle for rural MSMEs in achieving competitiveness in a competitive market. This community service aims to assist three MSMEs in Kempul Hamlet (Arsaka Food, Kemplang Mbok Ru, and Geblek Mak Yah) in formulating visual identities through the creation of standardized logo designs and product labels. The method used is Participatory Action Research (PAR) through cycles of inquiry, action, reflection, and evaluation. The novelty of this service lies in combining visual aesthetics with food regulation compliance, where the resulting labels include mandatory elements such as product name, ingredients, expiration date, and production codes. The results show that the three partners successfully obtained representative brand identities and informative packaging labels. Through the inquiry and reflection process, the designs reflect the local philosophy of the entrepreneurs, fostering a strong sense of ownership. This output is proven to enhance the product's professional image and expand the market reach potential for partners beyond the Kempul Hamlet area.
Referensi
Alhawshani, W., & Abuanza, A. (2024). Branding and Its Impact on Customer Loyalty in Companies. International Journal of Financial, Administrative, and Economic Sciences, 3(10), 628–657. https://doi.org/10.59992/IJFAES.2024.v3n10p16
Ambarwati, Alfianto, A. N., & Fitriyani, Y. (2024). Sosialisasi Legalitas Usaha MIkro Kecil dan Menengah Dengan Pembuatan Nomor Induk Berusaha di Desa Sukomakmur Magelang. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 9(2), 326–338. https://doi.org/10.33084/pengabdianmu.v9i2.6568
Ardiazza, M. T., & Kusuma, Y. B. (2023). Pendampingan Branding untuk Meningkatkan Citra dan Keberhasilan UMKM Dapur Gemilang Fitriyah. Jurnal Insan Pengabdian Indonesia, 1(3), 59–67. https://doi.org/10.62007/jouipi.v1i3.42
Bashir, A. M. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(9), 1998–2015.
Chandra, S. M., & Siswanto. (2021). Peningkatan Kapasitas Pengurus Dalam Pengelolaan Administrasi Pondok Pesantren Api Syubbanul Wathon Meteseh. Khidmatan, 1(1), 42–50. https://doi.org/10.61136/dkw92x94
Guerrero, L. R., Ho, J., Christie, C., Harwood, E., Pfund, C., Seeman, T., … Wallace, S. P. (2017). Using collaborative approaches with a multi-method, multi-site, multi-target intervention: evaluating the National Research Mentoring Network. BMC Proceedings, 11(S12), 14. https://doi.org/10.1186/s12919-017-0085-6
Jahan, T., Jahan, A., Pallavi, M., Alekhya, M., & Lakshmi, M. S. (2024). A Study on Importance of Branding and Its Effects on Products in Business. International Research Journal on Advanced Engineering and Management (IRJAEM), 2(04), 656–661. https://doi.org/10.47392/IRJAEM.2024.0091
Khairunnisa, A. H., Ningrum, J. W., Huda, N., & Rini, N. (2020). Pengaruh Brand Awareness dan Kepercayaan Terhadap Keputusan Menyalurkan Zakat dan Donasi Melalui Tokopedia. Jurnal Ilmiah Ekonomi Islam, 6(2), 284. https://doi.org/10.29040/jiei.v6i2.761
Kumari, S., & Kothari, A. (2024). Branding and Packaging. Review Journal Philosophy & Social Science, XLIX(2), 322–334. https://doi.org/10.31995/rjpss.2024.v49i02.040
Maheni, T., Fajrina, N., Susilawati, Pramesti, R. D., & Andriyanto. (2023). Pembuatan Desain Identitas Visual Sebagai Salah Satu Kekuatan Brand Untuk Mendukung Daya Saing Produk Pada Komunitas Sahabat UMKM. Jurnal Abadimas Adi Buana, 7(01), 148–162. https://doi.org/10.36456/abadimas.v7.i01.a7344
Pérez-Santamaría, S., Martos-Partal, M., & Garrido-Morgado, Á. (2019). Identifying a private-label supplier on national brand. Journal of Product and Brand Management, 28(3), 432–443. https://doi.org/10.1108/JPBM-06-2018-1908
Permata, A. A. C., Hermawan, A., & Suharsono, N. (2023). Analysis of Marketing Strategy in Micro, Small and Medium Enterprises (MSMEs) in the Digital Era. Journal of Economics, Finance and Management Studies, 06(10), 5216–5223. https://doi.org/10.47191/jefms/v6-i10-55
Purwanto, P., Fitriyani, Y., & Lidasan, D. M. S. (2021). Financing of the medium, small and micro enterprises sector by sharia banking: positive effects on economic growth and negative effects on income inequality. Ikonomika: Jurnal Ekonomi Dan Bisnis Islam, 6(2), 97–122. https://doi.org/ttps://doi.org/10.24042/febi.v6i1.9439
Purwanto, Safitri, D. Y., & Pudail, M. (2023). Edukasi Pencatatan Laporan Keuangan Sederhana Bagi Pelaku Usaha Mikro, Kecil dan Menengah (UMKM). As-Sidanah: Jurnal Pengabdian Masyarakat, 5(1), 1–14. https://doi.org/10.35316/assidanah.v5i1.1-14
Rosad, R., & Maryono, M. (2021). Upaya Meningkatkan Kemampuan Santri Dalam Tilawah Alquran Di Pondok Pesantren Mamba`Ul Huda Kaliabu. Khidmatan, 1(1), 32–41. https://doi.org/10.61136/nm4g4887
Susanto, B., Rajagukguk, I. R. M., Octavia, A., Musnaini, M., Amin, S., & Dahmiri, D. (2024). Strategi Branding Pada Produk Keripik Pisang BU OS. EJOIN : Jurnal Pengabdian Masyarakat, 2(6), 947–955. https://doi.org/10.55681/ejoin.v2i6.2910
Syahria, H., Aditya, D., Febriyanti, D., Habibatus, N., Sri, N., Luqman, A., … Rismana, D. (2024). Inovasi Pemasaran Produk Emping Dan Kripik Tempe Di Umkm Desa Brokoh : Pendekatan Kuliah Kerja Nyata. Pemberdayaan Masyarakat : Jurnal Aksi Sosial, 1(4), 10–20. https://doi.org/10.62383/aksisosial.v1i4.625
Theaker, A. (2012). Brand management. In The Public Relations Strategic Toolkit (pp. 163–177). USA: Routledge. https://doi.org/10.4324/9780203143650-25
