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All Journal Bulletin of Electrical Engineering and Informatics Explore: Jurnal Sistem Informasi dan Telematika (Telekomunikasi, Multimedia dan Informatika) SemanTIK : Teknik Informasi Jurnal Teknik Komputer AMIK BSI SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan INTECOMS: Journal of Information Technology and Computer Science Informatika : Jurnal Informatika, Manajemen dan Komputer Jurnal Tekno Kompak Jurnal Mantik Jurnal Manajemen Informatika dan Sistem Informasi Jurnal Abdi Insani Jurnal Tunas Jurnal Multidisiplin Dehasen (MUDE) AMMA : Jurnal Pengabdian Masyarakat Kesatria : Jurnal Penerapan Sistem Informasi (Komputer dan Manajemen) semanTIK
Herny Februariyanti
Universitas Stikubank
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DIGITALISASI PEMASARAN DAN REBRANDING PRODUK UMKM LEZATE JAMUR GUNUNGPATI SEMARANG MELALUI PELATIHAN, PENDAMPINGAN DAN PENERAPAN TEKNOLOGI TEPAT GUNA Herny Februariyanti; Teguh Khristianto; Esteria Priyanti
Jurnal Abdi Insani Vol 13 No 3 (2026): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v13i3.3081

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development. This Community Partnership Program (CPP) aims to enhance the digital marketing capacity and brand strengthening of Lezate Jamur, an MSME located in Gunungpati, Semarang, through training, mentoring, and the application of appropriate technology. The program methods include partner needs identification, instructional material design, digital marketing training (branding, product photography, copywriting, and marketplace management), packaging and label redesign, implementation of a vacuum sealer to improve product quality, as well as operational assistance and evaluation. The evaluation was conducted using achievement checklists, pre–post understanding assessments, production logs, and digital account analytics. The results indicate that the partner was able to activate and manage digital marketing channels (Instagram, TikTok, and marketplaces), develop a more consistent brand identity (logo, color scheme, and value proposition), and improve packaging from plain plastic to informative labeled packaging. The implementation of a vacuum sealer helped maintain product cleanliness and neatness, making the products more suitable for online marketing. In terms of production, daily capacity increased from approximately 5–7 kg to 10 kg per day (an increase of about 30–40%) in line with improved workflow and rising demand. Overall, this program strengthened the MSME’s readiness to adapt to online shopping patterns and expand market reach. Future efforts should include periodic monitoring of digital channel performance and structured measurement of packaging costs, shelf life, and consumer perceptions.
Co-Authors Aji Supriyanto Andi Harpepen Arief Fajar Kurniawan Arief Jananto Bagus Andre Nathanael Desiana Mirtasari Dwi Agus Diartono Eddy Nurraharjo Efta Riana Putri Eko Nur Wahyudi Elisa Febriyani Eri Zuliarso Erwin Nofiyanto Esteria Priyanti Fatoni Batari Agung Larasati Firman Ardiansyah Ekoanindiyo Fitri Damaryanti Hersatoto Listiyono Hilmy Nurakmal Satria Jati Sasongko Wibowo Jati Sasongko Wibowo Mahardika Tania Nitami Mardi Siswo Utomo Muhammad Firmansyah Muji Sukur R. Soelistijadi Rizal Adi Saputro Saufika Sukmawati Setyawan Wibisono Sulastri Syarifah Ifah Taufiq Dwi Cahyono Teguh Khristianto Wismarini, Th Dwiati Wiwien Hadikurniawati Yulinar Rizkyani Saputri Yunus Anis, Yunus Zuly Budiarso