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All Journal Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Ichsan Satya Anugrah
Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Penguatan Branding UMKM Melalui Pendekatan Berbasis Kebutuhan di RW 08 dan RW 09 Kelurahan Bambukuning Hussein Al Muhtadeebillah; Siti Aisyah; Dwi Suci Angraini; Joddy Setiawan; Fatya Mutmainnah; Sakinnah Mutia Kanna; Latipah Hannum; Ichsan Satya Anugrah; Zahy Ilhammajid; Ferdy Nover Nandes; Nadya Putri Fachroni; Nurul Husnah
Indonesia Berdampak: Jurnal Pengabdian kepada Masyarakat Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/g71e6964

Abstract

Developing MSMEs requires strengthening brand identity and promotional capabilities to support business recognition and marketing. This community service initiative aims to strengthen branding for Micro, Small, and Medium Enterprises (MSMEs) in the RW 08 and RW 09 areas of Bambu Kuning Urban Village, Pekanbaru, using a needs-based approach. The project employed a descriptive qualitative method comprising MSME data collection, needs identification, branding interventions, and capacity building. Eight MSMEs were selected for intervention based on their business characteristics and branding needs. The results revealed diverse branding needs among the target MSMEs, necessitating interventions tailored to each enterprise's specific circumstances. Interventions included logo creation, the provision of promotional banners, the installation of directional signage, and seminars on branding and digital marketing. These activities successfully strengthened brand identity, promotional materials, and MSME capacity. The findings indicate that a needs-based approach can facilitate the delivery of branding interventions that are relevant to the specific conditions of MSMEs.
Co-Authors Dwi Suci Angraini Fatya Mutmainnah Ferdy Nover Nandes Hussein Al Muhtadeebillah Joddy Setiawan Latipah Hannum Nadya Putri Fachroni Nurul Husnah Sakinnah Mutia Kanna Siti Aisyah Zahy Ilhammajid