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All Journal Infotekmesin Jurnal Pendidikan dan Konseling Construction and Material Journal Jurnal Pengabdian Kepada Masyarakat Abdi Putra Jurnal Maritim Polimarin Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia Jurnal Bahari dan Teknologi (BARTEK)
Erwin Sutantyo
Politeknik Maritim Negeri Indonesia
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Penguatan Kapasitas UMKM di Tengah Tren Blue Economy melalui Strategi Marketing dan Hukum Niaga Rahindra Bayu Kumara; Marselia Marselia; Prijantono Dillyanto; Widar Bayu Wantoro; Erwin Sutantyo
Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia Vol. 5 No. 3 (2026): September : Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/karunia.v5i3.4645

Abstract

This Community Service Program aimed to enhance the capacity of Micro, Small, and Medium Enterprises (MSMEs) in Kupang Village, Ambarawa District, by strengthening branding, digital marketing, business legality, and the application of blue economy principles. Initial assessments identified challenges related to product identity, online promotion, legal compliance, and sustainable business practices. The program employed training, workshops, focus group discussions, and technical mentoring involving lecturers and students from the Indonesian Maritime Polytechnic (Polimarin). Key activities included packaging design, product storytelling, digital business profile development, assistance with Business Identification Number (NIB) registration, commercial contract preparation, and blue economy education.The program resulted in the branding assessment of 15 MSME products, intensive mentoring for one MSME in developing its brand identity, the establishment of digital marketing profiles by several participants, and improved understanding of commercial contracts and business legality. Participants also demonstrated increased awareness of sustainable business practices aligned with blue economy principles. Overall, the program successfully improved the marketing, legal, and sustainability capacities of local MSMEs while fostering collaboration between Polimarin and the village government to support more competitive and sustainable enterprises.
Co-Authors Andre Sofian Anwar, Amthori Arif Rakhman Suharso B.L Hentri Widodo Christine Widilestari Devy Kusumaningrum Evi Sirait Fitri Suprapti Haryani Haryani Heri Kiswanto Hero Budi Santoso Irsat Surya Sekti Khaeroman, Khaeroman Khoirotun Nafillah Marselia Marselia Muhammad Bayuseto Nevlin Diela Atmaja Prijantono Dillyanto Purwanto Rahindra Bayu Kumara Rifki Arya Wiguna Setyoningrum, Ari Ani Dyah Susanti Susanti Wahyu Ari Putranto Widar Bayu Wantoro