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All Journal Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Journal of Governance and Social Policy
Binti Azizatun Nafi’ah
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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Smart Branding “Pesona Buaya” in Facilitating Business Identification Number (NIB) Management for MSMEs in Surabaya City Andhika Akbar Ramadhan; Binti Azizatun Nafi’ah
Journal of Governance and Social Policy Vol. 6 No. 2 (2025): Vol. 6 No. 2 (2025): DECEMBER 2025
Publisher : Department of Government Studies, Faculty of Social and Political Sciences, Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/gaspol.v6i2.29

Abstract

This study aims to analyze the implementation of smart branding by the "PESONA BUAYA" program in facilitating the registration of Business Identification Numbers (NIB) for Micro, Small, and Medium Enterprises (MSMEs) in Surabaya. This research employs a descriptive qualitative method using the Smart Branding Theory which focuses on three dimensions: trade, investment, and creativity. Smart branding is considered a crucial strategy for positively impacting business legality, which in turn can drive local economic growth. The data analysis technique used in this study follows the approach of Miles & Huberman (2015) to explore how smart branding positively influences the number of registered NIBs, with a particular focus on business branding. The findings of this study indicate that the "PESONA BUAYA" program significantly facilitates the legal registration process for businesses, leading to a positive increase in the number of NIBs in Surabaya, as evidenced by the continuous yearly growth in registration data. The results of this research are expected to contribute to the development of effective branding strategies in the context of public service and MSME empowerment.
Model Pengembangan Desa Wisata Melalui Pemberdayaan Masyarakat Pada Sektor UMKM di Kampung Lawas Maspati Kota Surabaya Jannesia Evelin Giselia Br. Ginting; Anggraini Sofia Putri; Rika Amalia Nayoan; Yosua Bambang Adji; Binti Azizatun Nafi’ah
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 3 No. 2 (2025): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v3i2.512

Abstract

Penelitian ini bertujuan untuk menganalisis model pengembangan desa wisata melalui pemberdayaan masyarakat pada sektor Usaha Mikro, Kecil, dan Menengah (UMKM) di Kampung Lawas Maspati, Kota Surabaya. Kampung ini mengusung konsep wisata sejarah dan budaya yang tidak hanya melestarikan nilai-nilai lokal tetapi juga menciptakan peluang ekonomi bagi sekitar masyarakat. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teori pemberdayaan masyarakat Widjajanti (2011) sebagai kerangka analisis, yang mencakup dimensi empat: kuantitas dan kualitas keterlibatan masyarakat, program perencanaan, pelaksanaan program, dan keterlibatan dalam evaluasi. Hasil penelitian menunjukkan bahwa meskipun terdapat partisipasi aktif masyarakat dalam pelatihan dan program-program UMKM, masih terdapat kendala dalam proses pemberdayaan yang diberikan kepada masyarakat khususnya para pelaku UMKM. Namun demikian, potensi sejarah dan budaya serta dukungan promosi digital menjadi peluang yang besar guna mendukung pengembangan ekonomi lokal secara berkelanjutan. Pemberdayaan masyarakat melalui sektor UMKM terbukti efektif dalam meningkatkan kesejahteraan sekaligus memperkuat identitas desa sebagai destinasi wisata yang autentik.
Co-Authors Andhika Akbar Ramadhan Anggraini Sofia Putri Jannesia Evelin Giselia Br. Ginting Rika Amalia Nayoan Yosua Bambang Adji