Penguatan Branding dan Pemasaran Digital pada UMKM Warung “Mbak Raisha” di Pantai Karang Jahe, Kabupaten Rembang
DOI:
https://doi.org/10.55606/nusantara.v5i3.6497Keywords:
Branding, Digital, Finance, MSMEs, PromotionAbstract
Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.
Downloads
References
Ainun, N., Maming, R., & Wahida, A. (2023). Pentingnya peran logo dalam membangun branding pada UMKM. Jesya, 6(1), 674–681. https://doi.org/10.36778/jesya.v6i1.967
Dyah Pitaloka, W., Adi Prihantara, N., & Shaif Irmawan, D. M. (2024). Pengembangan usaha mikro kecil menengah (UMKM) melalui inovasi produk frozen food. Buletin Abdi Masyarakat, 5(1), 74. https://doi.org/10.47686/bam.v5i1.703
Ilhami, S. D., Putri, N. B., Sari, D. A., & Mar’ah, S. (2022). Pendampingan strategi pemasaran “Pawon Anita” dalam rangka meningkatkan keunggulan bersaing. Jurnal Aplikasi dan Inovasi Ipteks “Soliditas” (J-Solid), 5(1), 100. https://doi.org/10.31328/js.v5i1.3506
Nurisna, A. B., Rochmaniah, A., Febriana, P., Amin, M. W., Abidin, I., & Umroh, L. A. (2023). Pelatihan branding UMKM pukis dan piscok. Jurnal Abdimas Prakasa Dakara, 3(2), 143–151. https://doi.org/10.37640/japd.v3i2.1833
Paramita, M. K. P., Susanti, L. E., & Pambudi, B. (2023). Peranan media sosial sebagai media pemasaran. Jurnal Ilmiah Pariwisata dan Bisnis, 2(4), 962–977. https://doi.org/10.22334/paris.v2i4.392
Puspitasari, S. A., Rosmawati, L., Alweni, Abdillah, M. A., Putri, R. K., Budi, G. S., & Witjaksono. (2023). Pendampingan penguatan strategi branding UMKM kue kering “Fahmi Jaya Kue.” Jurnal Pengabdian Masyarakat Berkarya, 2(4), 1–7.
Rahmad Kurniawan, J., Tarantang, J., Akbar, W., Hakim, S., Sukmana, E. T., & Hafizi, R. (2022). Literasi pemanfaatan aplikasi keuangan digital BukuKas pada UMKM di Kota Sampit, Kalimantan Tengah. Jurnal Pengabdian Masyarakat Formosa, 1(1), 35–52. https://doi.org/10.55927/jpmf.v1i1.342
Rahmah, Z. Z., Rahmah, Y., Purnama, C., Fatmah, D., & Rahmah, M. (2022). Strategi peningkatan pemasaran melalui media sosial terhadap UMKM di Desa Kintelan (Studi kasus UMKM di Desa Kintelan Kelurahan Puri Kabupaten Mojokerto). Budimas: Jurnal Pengabdian Masyarakat, 4(1), 1–12. https://doi.org/10.29040/budimas.v4i1.3081
Resti, N. C., & Ilmiyah, N. F. (2023). Strategi peningkatan penjualan melalui desain label kemasan dan banner pada UMKM Surya Makmur. Selaparang: Jurnal Pengabdian Masyarakat Berkemajuan, 7(2), 812. https://doi.org/10.31764/jpmb.v7i2.14637
Riyanto, S., Azis, M. N. L., & Putera, A. R. (2022). Pendampingan UMKM dalam penggunaan digital marketing pada komunitas UMKM di Kabupaten Madiun. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 5(1), 137–142. https://doi.org/10.31294/jabdimas.v5i1.11534
Sari, D. A., & Widodo, A. (2021). Analisis faktor internal dan faktor eksternal UMKM olahan ikan di Kabupaten Rembang dengan menggunakan analisis SWOT. Buletin Bisnis dan Manajemen, 7(2), 83–92.
Sari, E. N. (2023). Strategi komunikasi pemasaran objek wisata Karang Jahe Beach dalam meningkatkan kunjungan wisatawan di Kabupaten Rembang (Vol. 1) [Skripsi, Universitas Islam Sultan Agung Semarang]. https://repository.unissula.ac.id/34404/
Sari, T. Y. C., Hasaruddin, H., & Djumaty, B. L. (2024). Strategi pengembangan dan dampak ekonomi wisata kuliner Dermaga Pasar Indra Sari Kelurahan Baru Kotawaringin Barat. Jurnal Ekonomi dan Sosial Pembangunan, 3(1).
Widiati, A. (2020). Peranan kemasan (packaging) dalam meningkatkan pemasaran produk usaha mikro kecil menengah (UMKM) di “Mas Pack” Terminal Kemasan Pontianak. JAAKFE UNTAN (Jurnal Audit dan Akuntansi Fakultas Ekonomi Universitas Tanjungpura), 8(2), 67–76. https://doi.org/10.26418/jaakfe.v8i2.40670
Wijaya, R. S., Sartika, D., & Nini, N. (2021). Sosialisasi aplikasi BukuKas solusi pembukuan keuangan digital bagi UMKM Lubuk Minturun. Prosiding Konferensi Nasional Pengabdian Kepada Masyarakat dan Corporate Social Responsibility (PKM-CSR), 4, 1165–1171. https://doi.org/10.37695/pkmcsr.v4i0.1259
Zed, E. Z., Perdana, M. R., Farida, F., & Oktaviana, T. (2024). Pengembangan manajemen terhadap kualitas pelayanan UMKM Ayam Bakar di Cikarang Utara. Karya Nyata: Jurnal Pengabdian Kepada Masyarakat, 1, 170–178.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 NUSANTARA Jurnal Pengabdian Kepada Masyarakat
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
