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All Journal KACANEGARA Jurnal Pengabdian pada Masyarakat SENTRI: Jurnal Riset Ilmiah
Chusnul Nisa
Universitas Yudharta Pasuruan
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

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Strategi Y-POD: Pemberdayaan Potensi UMKM Lokal melalui Digitalisasi dan Studio Kewirausahaan Desa Kedungbako Arinal Chusnah; Naisa Wanda Aska Arrianto; Fitria Nabila; Mutammima Mutammima; Siti Alviyaning Tyas; Renita Firnanda; Chusnul Nisa; Aldi Muhammad Syahrafi; Muhammad Angga Laufandy
KACANEGARA Jurnal Pengabdian pada Masyarakat Vol 9, No 2 (2026): Mei
Publisher : Institut Teknologi Dirgantara Adisutjipto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28989/kacanegara.v9i2.3273

Abstract

Program Yudharta Power of Desa (Y-POD) di Desa Kedungbako bertujuan memberdayakan lima UMKM unggulan—Catering Bu Dewi, Penggilingan Padi Cendrawasih, Damos Drumband, Sari Sehat, dan Telur Asin Khas Wonowoso—melalui penguatan legalitas usaha, branding produk, dan pemasaran digital. Menggunakan metode Participatory Action Research (PAR), pendampingan dilakukan selama 30 hari melalui observasi, wawancara, pelatihan teknis, dan aksi kolaboratif. Tujuan pengabdian ini membangun ekosistem kewirausahaan desa yang berbasis digital, berdaya saing, dan memiliki kelanjutan dengan hasil menunjukkan peningkatan signifikan pada keterampilan literasi digital, perbaikan kemasan, pembuatan Nomor Induk Berusaha (NIB), dan kemampuan promosi daring. Puncak kegiatan adalah peluncuran Etalase Digital Desa Kedungbako dan Studio Kewirausahaan yang kini dikelola oleh perangkat desa sebagai pusat promosi bersama. Program ini terbukti efektif memperluas jangkauan pasar, meningkatkan kemandirian pelaku usaha, dan memperkuat ekosistem kewirausahaan lokal yang berkelanjutan.
Strategi Komunikasi Pemasaran Airy School dalam Membangun Brand Image Sebagai Spesialis Dokumentasi Sekolah di Pasuruan Chusnul Nisa
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 8 (2026): SENTRI : Jurnal Riset Ilmiah, Agustus 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i8.7098

Abstract

This study investigates the marketing communication strategies employed by Airy School in establishing its brand image as a specialized provider of school documentation services in Pasuruan. In a crowded creative industry dominated by general retail photography, many local educational institutions lack standardized, high-quality visual documentation due to fragmented project execution and limited market awareness. Building a clear specialized brand identity is therefore critical to earning institutional trust within bureaucratic school environments. Using a qualitative descriptive approach, data were gathered through in-depth interviews with Airy School's owner, marketing personnel, operational staff, and school clients, supplemented by field observations and document analysis. The analytical framework integrates Kotler and Keller's Marketing Communication Mix with Keller's Customer-Based Brand Equity (CBBE) model. The findings reveal that Airy School effectively executes an Integrated Marketing Communications (IMC) strategy, with personal selling serving as the most dominant and decisive channel to navigate school bureaucracies. Educational presentation tactics, value-driven all-in-one project structures, and interactive digital marketing successfully demonstrate perceived quality and operational reliability. Consequently, this approach constructs strong, favorable, and unique brand associations across the brand attribute, benefit, and attitude dimensions of the CBBE pyramid. This research underscores the importance of service specialization and consultative communication in transforming routine educational documentation into a strategic visual branding asset, offering a practical model for creative agencies operating in business-to-business regional markets.
Co-Authors Aldi Muhammad Syahrafi Arinal Chusnah Fitria Nabila Muhammad Angga Laufandy Mutammima Mutammima Naisa Wanda Aska Arrianto Renita Firnanda Siti Alviyaning Tyas