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All Journal Jurnal Pemberdayaan Masyarakat Universitas Al Azhar Indonesia Jurnal Abdi Insani MOVE: Journal of Community Service and Engagement Jurnal Keuangan dan Akuntansi Terapan (KUAT) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Dinamika Manajemen
Pertiwi, Widya Nur Bhakti
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences

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REBRANDING DAN PEMASARAN DIGITAL PRODUK UMKM SEPATU ROSALIE DESA SINDANGSARI, KABUPATEN SERANG Pertiwi, Widya Nur Bhakti; Affifatusholihah, Lina; Hisyam, Muhammad; Faturrohim, Muhammad Ikhsan; Nastiar, Agim
Jurnal Abdi Insani Vol 12 No 12 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i12.2945

Abstract

Potensi Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia sangat besar, namun banyak pelaku usaha masih menghadapi kendala dalam aspek branding dan pemasaran digital. Kelemahan ini menyebabkan produk lokal kurang mampu bersaing di pasar modern yang menuntut diferensiasi dan visibilitas merek yang kuat. Di sisi lain, transformasi digital membuka peluang baru bagi UMKM untuk meningkatkan jangkauan pasar dan daya saing. Oleh karena itu, diperlukan upaya strategis yang berfokus pada rebranding dan penguatan kapasitas digital. Pengabdian masyarakat ini bertujuan untuk meningkatkan nilai jual dan daya saing produk UMKM Sepatu Rosalie di Desa Sindangsari, Kabupaten Serang melalui program rebranding terintegrasi. Metode yang digunakan adalah Participatory Action Research (PAR) dengan pendekatan partisipatif. Kegiatan meliputi analisis situasi, perancangan identitas merek "ROSALIE Handmade Shoes from Banten," implementasi rebranding, serta pelatihan pemasaran digital. Hasil kegiatan menunjukkan transformasi identitas merek yang lebih profesional, peningkatan keterampilan digital mitra, serta perubahan positif dalam pemasaran daring yang berdampak pada peningkatan penjualan. Selain itu, keberhasilan penguatan branding memperkuat posisi UMKM dalam menghadapi persaingan. Simpulannya, pendekatan rebranding yang holistik dan partisipatif efektif dalam memberdayakan UMKM tradisional untuk menyesuaikan diri dengan tuntutan pasar modern. Manfaat jangka panjang dari program ini adalah meningkatnya keberlanjutan usaha dan peluang ekspansi ke pasar yang lebih luas.
Kilasah Village Development is Based on Local Entrepreneurship with Small Capital Purbohastuti, Arum Wahyuni; Mahardika, Mustafidah; Pertiwi, Widya Nur Bhakti; Kusyanto, Muhammad Johan Widi; Lusianingrum, Farah Putri Wenang
MOVE: Journal of Community Service and Engagement Vol. 5 No. 3 (2026): January 2026
Publisher : EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/move.v5i3.579

Abstract

One important approach to encouraging local economic growth and improving public health is the development of village-based entrepreneurship. Kilasah Village, Serang Regency, has both natural and human resources, but these are not yet well-managed. The goal of this mentoring program is to foster entrepreneurship in Kilasah Village by employing a community empowerment approach, enhancing the capabilities of business actors, and harnessing local potential. Methods used include interviews with village officials and the community, implementing an entrepreneurship mentoring program, and field observations. The results show that developing entrepreneurship in Kilasah Village can attract more people and increase residents' incomes. However, several obstacles exist, such as limited capital, marketing, and business management. Therefore, to maintain village entrepreneurship, the village government, academics, and the community must work together continuously.
Co-Authors Afiful Ikhwan Aisyi, Nasywa Rahadatul Didik Aribowo Edwin Perdana Adiwijaya Fadhilah Fadhilah Farah Putri Wenang Lusianingrum Faturrohim, Muhammad Ikhsan Gunawan, Nuri Atikah Haerudin, Dian Hudiafa, Eva Jannah, Shohifatul Kusyanto, Muhammad Johan Widi Lina Affifatusholihah, Lina Mahardika, Mustafidah Muhammad Hisyam Muhammad Johan Widi Kusyanto Muhammad Johan Widikusyanto Nastiar, Agim Purbohastuti, Arum Wahyuni Puspitasari, Andini Putri, Solehatin Ika Rahmah, Naharotul Izza Satyanegara, Diqbal Widikusyanto, Muhammmad Johan Wijaya, Edwin Perdana