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All Journal Asy-Syir'ah: Jurnal Ilmu Syari'ah dan Hukum Jurnal Pengabdian Hukum Indonesia (Indonesian Journal of Legal Community Engagement) JPHI PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Tunas Agraria Jurnal Dedikasi Hukum Hang Tuah Law Journal Indonesia Law Reform Journal (ILREJ) Estudiante Law Journal Jurnal Pengabdian Hukum Indonesia
Radhityas Kharisma Nuryasinta
Universitas Muhammadiyah Malang
Religion Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Digitalisasi Pemasaran dan Legalitas Merek: Pendampingan Pelaku Usaha Mikro Kecil di Desa Pakukerto Kabupaten Pasuruan: Digitalization of Marketing and Brand Legality: Assistance for Micro and Small Businesses in Pakukerto Village, Pasuruan Regency Fajrin, Yaris Adhial; Nuryasinta, Radhityas Kharisma; Rusdianasari, Fitri
PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Vol. 11 No. 4 (2026): PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat
Publisher : Institute for Research and Community Services Universitas Muhammadiyah Palangkaraya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33084/pengabdianmu.v11i4.11632

Abstract

Micro and small businesses in Pakukerto Village, Pasuruan Regency, have great economic potential through various processed food products, herbal drinks, and local handicrafts. However, this potential has not been fully realized due to a lack of understanding of trademark law and limited ability to use digital platforms. This community service activity was organized to improve the legal knowledge and marketing skills of business actors through assistance with trademark registration and training in the use of social media as a professional promotional tool. The activity was carried out using the Asset-Based Community Development Method (ABCD), which utilizes human resources as business actors (skills in producing various local products) and social networks as capital to strengthen a broader marketing capacity. The implementation of activities included identifying the needs of business actors, delivering legal material on the importance of brand protection, training on creating business social media accounts, and providing technical assistance for the brand registration process through the system provided by the Directorate General of Intellectual Property. The results of the activity showed that 80% of participants understood the function of a brand as a business identity and long-term legal protection. A total of 18 of the 30 participants who attended the training expressed their readiness to apply for trademark registration and to start implementing visual content-based marketing strategies. Overall, this activity succeeded in developing the capacity of business actors in Pakukerto Village by encouraging a shift in business behavior toward greater legal awareness and responsiveness to developments in digital marketing.
Co-Authors Aunuh, Nu'man Cholidah, Cholidah Deasilva, Sherly Fajrin, Yaris Adhial Fitri Rusdianasari Hadiansyah, Andi Fakhrizal Irsam Kartikasari, Dina Karunia, Novalita Ratu Marchellinda, Herlinchia Rachel Mohammad Isrok Pangestika, Padhina Puspitasari Wardoyo, Yohana Romadhoni, Moh. Risqi Fadjar Said Noor Prasetyo Suwandayani, Beti Istanti Yohana Puspitasari Wardoyo