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All Journal Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang
Vicky Alfitra Perdana
Department of Government Science, Faculty of Social and Political Sciences, Universitas Muhammadiyah Yogyakarta
Humanities

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Development of MSME potential through branding and digital marketing Muhammad Eko Atmojo; Gerry Katon Mahendra; Vicky Alfitra Perdana
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol 8, No 3 (2023): August 2023
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/abdimas.v8i3.10468

Abstract

The outbreak of the COVID-19 pandemic has had a major impact, particularly on the economic sector, including Micro, Small and Medium Enterprises (MSMEs). These businesses have a very important role in the economy, especially in the Hargorejo Village area. A strong branding strategy with a focus on quality is essential to increase product reach and competitiveness. This community service aims to improve the community's economy and support the community by actively providing assistance to MSMEs in Hargorejo Village, Kokap District, Kulonprogo Regency, Yogyakarta Special Region. The methods used in this community service include outreach, training, and evaluation for MSME participants. The training curriculum covers topics such as the use of technology in MSME products, branding, packaging, and the use of online markets. After completing the training, MSME participants gain a deeper understanding of the importance of using technology in marketing their products. In addition, real improvements can be seen in the branding and packaging of MSME products. This positive transformation can be seen from the post-training assessment which shows that 64% of MSME participants now understand the importance of integrating IT, branding, packaging, and effective online markets into their business strategy. It is hoped that this increased awareness can provide significant benefits for MSME players, especially by strengthening product marketing efforts and improving the overall welfare of MSME stakeholders.
Creative economy improvement: Optimizing tourism potential through institution linking and branding Muhammad Eko Atmojo; Nasrullah Nasrullah; Vicky Alfitra Perdana
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol. 9 No. 1 (2024): February 2024
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/abdimas.v9i1.12138

Abstract

Tourism villages play a crucial role in national economic growth. However, despite their potential, they often face institutional challenges and lack integration in information technology use, hindering economic progress. Hargorejo tourism village exemplifies these issues, with untapped potential and limited managerial competence hindering economic growth. This community service initiative aims to address these challenges by enhancing understanding of institutional design and emphasizing the importance of branding for each business unit. Through managerial and administrative training and group discussions, the service seeks to strengthen institutions. Additionally, assistance in creating the tourism village website, Kawitarjo.id, aims to support expanded tourism branding for sustainable economic improvement. The outcome includes the establishment of a digital forum, integrating tourism potential, and enhancing managers' understanding of implementing tourism branding through digital media. This comprehensive approach contributes to stronger institutions and increased managerial comprehension of tourism village duties, fostering economic growth in the creative industry sector, and benefiting society as a whole. Ultimately, it aims to empower local communities and promote inclusive economic development.
Co-Authors Gerry Katon Mahendra, Gerry Katon Muhammad Eko Atmojo, Muhammad Eko Nasrullah Nasrullah