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All Journal SEIKO : Journal of Management & Business AGROMIX Jurnal Pengabdian Magister Pendidikan IPA Jurnal Informasi dan Teknologi Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Community Service Jurnal Peternakan Lokal Tarjih: Agribusiness Development Journal Jurnal Teknologi dan Manajemen Industri Terapan Journal of Economics, Entrepreneurship, Management Business and Accounting West Science Journal Economic and Entrepreneurship Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies West Science Accounting and Finance West Science Interdisciplinary Studies West Science Social and Humanities Studies El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam West Science Agro Journal of Applied Agriculture, Health and Technology Journal of Ekonomics, Finance, and Management Studies Senadika
Dyah Ayu Suryaningrum
Universitas Sebelas Maret
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Journal : International Journal of Community Service

 1 
Community Empowerment Based on Branding Strengthening to Improve Rojolele’s Competitiveness Towards International Market Indreswari, Rysca; Ayu Suryaningrum, Dyah; -Chi Huang, When; Mega Herlina Puspitasari, Herlina; Rachmawanti Affandi, Dian; Yuni Kurniawati, Dyah
International Journal Of Community Service Vol. 4 No. 1 (2024): February 2024 (Indonesia - Malaysia)
Publisher : CV. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v4i1.250

Abstract

Klaten Regency is dominated by the agricultural sector, with paddy as its top commodity as much as 51,4% of the total area of 65,556 ha. Delanggu rice, namely Rojolele, has become the identity of Klaten as a local pride commodity from Klaten, Indonesia. Rojolele has special characteristics such as sticky, savory, and distinctive scent (aromatic). In addition, Rojolele has a unique value as part of national identity, culture, and local wisdom which has a huge opportunity to go global in the international market. Although it has been widely known worldwide, there are some challenges in its marketing development, especially in branding awareness. Many Rojolele riced produced by local SMEs in Klaten do not have business licenses yet, thus it hampers the marketing to the wider range area. The aim of the program is to strengthen the branding strategy to improve its competitiveness in the international market. The program will engage Sanggar Rojolele, a farming community in Delanggu Village that has replanted Rojolele Srinuk since 2016 as well as initiated many cultural events based on agriculture as one of local wisdom preservation in Klaten. Universitas Sebelas Maret engaged a close collaboration with the National Pingtung University of Science and Technology (NPUST) Taiwan trhough International Community Partnership (PKMI-UNS) to implement the community partnership program using the Participatory Rural Appraisal (PRA) method. The activity is divided into 5 steps, namely: 1) training of the business licenses and the importance of product diversification, which will be conducted using instructional and dialog methods; 2) a seminar of strategy to develop Rojolele towards the international market; 3) registration of business licenses of Rojolele and its derivative product; 4) developing an online market strategy of Rojolele; 5) monitoring, evaluation and program output dissemination. The program is expected to increase Rojolele’s market share globally as well as to improve Rojolele Srinuk brand awareness, thus raising its competitiveness in the global market.
Co-Authors -Chi Huang, When Adi Masliardi Agung Zulfikri Ainil Mardiah Ainun Najib Alisyahbana, Andi Naila Quin Azisah Alwi Shahab, Mohammad Andy Rustandy Bagaskara, Bernardus Firman Baiq Rika Ayu Febrilia Bambang Amir Alhakim Christine Riani Elisabeth Clora Widya Brilliana Clora Widya Brilliana Darmawan Listya Cahya Dedi Mardianto Dendi Zainuddin Hamidi Dewanti, Rizki Puspita Dewi Zulaikhah, Dewi Didik Supriyanto Donny Juliandri Prihadi Endang Setia Muliawati Erwin Setiawan, Erwin Eva Desembrianita Eva Yuniarti Utami Fatimah Abdillah Hardian Ningsih, Hardian Hayu Lusianawati Hertini , Etty Sri Hugo Prasetyo Winotoatmojo Hugo Prasetyo Winotoatmojo I Gusti Ngurah Aryawan Asasandi If'all, If'all Ina Marwantina Indriyani Indriyani Indriyani Ivonne Ayesha Judijanto, Loso Khotimah, Suci Nurul Loso Judijanto Lusianawati, Hayu Machzumy, Machzumy Marcellino, Kevin Joushua Masani, Sab'ul Mega Herlina Puspitasari, Herlina Muh. Aniar Hari Swasono Muh. Rasyidin Muhammad Hazmi Muhammad Lucky P Muti'ah, Nurul Najdah Thalib Nasution, Ade Rezkika Nindy Puspitasari Nurdin, Fadilah Nurjanna Ladjin Oktarina P, Muhammad Lucky Paryanto, Edi Pratama, Maulana Aldi Puspitasari, Nindy Putri Asyari, Mutiah Dwi Putu Fajar Kartika Lestari Rachmadhan, Aditya Arief Rachmawanti Affandi, Dian Raden Kunto Adi, Raden Kunto Rahayu, Silvia Raisa, Daeva Mubarika Rizki Puspita Dewanti Rysca Indreswari Sab’ul Masani Silvia Rahayu Silviani Joice Lengah Siske Tontong Sri Mulyawati Susiang1?, Maria Imelda Novita Swarli, Yousf Bellin Thalib, Najdah Tontong, Siske Tribowo Rachmat Fauzan Tribowo Rachmat Fauzan Umarie, Iskandar Utami, Eva Yuniarti Utami, Sri Wira wahyuni wahyuni Widyaningrum, Marita Nur Wilda Sumarsyah Wulandari, Devita Endah Yulistiyono, Agus Yuni Kurniawati, Dyah Zainal Arifin Zulaekah Zulaekah