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All Journal GUYUB: Journal of Community Engagement Jurnal AL-Muta`aliyah : Jurnal Pendidikan Guru Madrasah Ibtidaiyah ABDIMASY: Jurnal Pengabdian Kepada Masyarakat Abnauna Intelektual: Jurnal Pendidikan dan Studi Keislaman
Nadiroh, Intan
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Religion Humanities Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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Journal : GUYUB: Journal of Community Engagement

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Branding Brondong Ketan: From Traditional Snack to Competitive MSME Product Unsi, Baiq Tuhfatul; Nadiroh, Intan; Arifah, Nur; Azizah, Nur; Zuhroh, Naila Izzatuz
GUYUB: Journal of Community Engagement Vol 6, No 3 (2025): September
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/guyub.v6i3.12321

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting rural economies, yet many traditional products remain underdeveloped due to weak branding and limited digital marketing. This community engagement program aimed to transform Brondong Ketan in Ngumpak Hamlet through branding and packaging innovation based on the Asset-Based Community Development (ABCD) approach. The primary problems faced by partners were low monthly turnover (Rp 300,000–500,000), unattractive packaging, and reliance on local distribution channels. The program was implemented collaboratively in five stages—discovery, dream, design, define, and destiny—through activities such as branding workshops, co-creation of new batik-accented packaging, and digital promotion using WhatsApp Business. The results demonstrated a significant improvement: average monthly revenue increased up to ±Rp 1,250,000 (around 300% growth), with about 25% of customers from outside the village and 20% of sales made through WhatsApp. Furthermore, an informal working group was established, and a local champion actively facilitated collective marketing, coordinated production, and promoted digital advocacy among producers. These outcomes indicate that asset-based empowerment fosters sustainable innovation, strengthens cultural identity, and enhances MSME competitiveness in broader markets.
Co-Authors Abrivani, Vivi Almahiroh, Fatmawati Laisatul Adawiyah, Lilis Mafa, Ilmi Aisyah Masrury, Farhan Moch. Nurcholis Najwa, Laila Nurin Nur Azizah Putri Amelia Kartika Sari Sri Utami Unsi, Baiq Tuhfatul Zuhroh, Naila Izzatuz