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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam El-Mujtama: Jurnal Pengabdian Masyarakat Journal of Ekonomics, Finance, and Management Studies
Evi Novita
Environmental Engineering Study Program, Civil Engineering Department, Faculty of Engineering, Universitas Indonesia, Depok 16424, Indonesia
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : El-Mujtama: Jurnal Pengabdian Masyarakat

 1 
Strategi Penguatan Identitas Produk dan Akses Pasar Usaha Mikro, Kecil, dan Menengah (UMKM) Raja Basreng: Studi Kasus: KKN Kelompok 4 di Kp. Tapos Udik RT. 002/ RW. 002 Desa Tapos 1 Kecamatan Tenjolaya Kabupaten Bogor Somantri, Fikri Indriana; Novita, Evi; Supriyatna, Rio Kartika; Junaedi, Dedi; Wijaya, Siska Putri; Iskandar, Nandang; Rahmawati, Dian; Putri, Sardiani; Fikri, M. Chairil; Murtafiah, Fifih
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 4 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i4.9847

Abstract

UMKM play a central role in driving local economies, yet they often face challenges in building a strong product identity and effectively expanding market access. This study aims to identify and analyze strategies that can be implemented to strengthen product identity and market access for UMKMs, using a case study of the "Raja Basreng" UMKM in Tapos 1 Village, Tenjolaya District, Bogor Regency. The research employed a descriptive qualitative approach, collecting data through field observations, direct interviews with UMKM owners, and documentation of production and marketing activities. The results indicate that Raja Basreng possesses strong product flavor and name characteristics, but has not yet developed a comprehensive branding strategy. The product identity remains latent, not optimally conveyed through visual elements (packaging, logo, and design), narrative (product story), or consumer experience. Furthermore, market access remains geographically limited due to the dominance of offline sales and minimal utilization of digital channels such as social media or marketplaces. This study recommends the importance of an integrated branding approach with a digital marketing strategy to effectively convey product value and reach a broader market. Awareness of the importance of building product identity is not merely an aesthetic necessity, but a long-term investment in building image, consumer loyalty, and sustainable competitiveness. The implications of this research not only impact the economic empowerment of UMKMs but also open up new opportunities for developing local potential based on narrative and technological strengths.
Sihat Secara Fitrah, Sihat Tanpa Obat: Seminar Kesehatan Holistik Bersama Dr. Hashlina Bt Rushdi di Maahad Tahfiz Arabic Al-Gontory Lil Banat Selangor Malaysia Herlina, Herlina; Ernawati, Ernawati; Rois, Ajun; Novita, Evi; bt Rushdi, Hashlina; Laela Fitriani, Baiq; Khoirunisa, Nurul; Mariam, Siti
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 3 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i3.9883

Abstract

The seminar entitled “Healthy by Nature, Healthy without Medicine” featured Dr. Hashlina bt Rushdi, a lecturer at the University of Malaya Foundation Program in Physics and Holistic Science, as the keynote speaker. This seminar aimed to provide a deeper understanding of holistic health concepts based on human nature (fitrah), which emphasize maintaining the balance of body and soul without reliance on chemical drugs. The seminar was conducted through presentations, interactive discussions, and a question-and-answer session. Participants, consisting of students and Islamic boarding school members, gained new insights into the importance of healthy lifestyles, stress management, natural diet, and utilizing the body’s innate potential for self-healing. The outcome showed an increased awareness among participants regarding the paradigm of living healthily in accordance with human nature, which can be applied in their daily lives.
Co-Authors Amalia, Rika Sri Arsyad, Muhammad Rizal bt Rushdi, Hashlina Dedi Junaedi, Dedi Dian Rahmawati Djoko M Hartono Eka Safitri Ernawati Ernawati Fikri, M. Chairil Herlina Herlina Hermaliana, Mia Imelda Ika Dian Oriza Irma Gusniani S. Iskandar, Nandang Khoirunisa, Nurul Laela Fitriani, Baiq Murtafiah, Fifih Putri, Sardiani Rois, Ajun SITI MARIAM Somantri, Fikri indriana Supriyatna, Rio Kartika Wijaya, Siska Putri