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All Journal Jumat Ekonomi: Jurnal Pengabdian Masyarakat
Zulqornain, M. Fiqi
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Economics, Econometrics & Finance Education Social Sciences Other

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Peningkatan Kapasitas Promosi Digital pada UMKM Wisata Kuliner Cafe Sawah Glagahwero melalui Pendampingan dan Implementasi Branding Fawaid, Fawaid; Saini, Saini; Ridho, Muhammad Ali Zainur; Adinata, Dwi Rafelika Angger; Riksen, Riksen; Hasim, Muhammad Alfa; Febriansyah, Muhammad Naufal; Sahwan, Ahmad Danial; Imron, Mohammad Ali; Khoir, Ikmalul; Zulqornain, M. Fiqi
Jumat Ekonomi: Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2025): Agustus
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas KH. A. Wahab Hasbullah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32764/abdimasekon.v6i2.6142

Abstract

This community service activity aims to enhance the digital promotional capacity of Cafe Sawah Glagahwero's culinary tourism through mentoring and implementing branding strategies. Cafe Sawah is a village asset managed by a Village-Owned Enterprise (BUMDes) with significant potential to support nature-based tourism but is hampered by limited digital literacy and suboptimal promotional strategies. The Asset-Based Community Development (ABCD) method was used, encompassing observation, branding strategy design, digital content creation assistance, promotional implementation, and monitoring and evaluation. The mentoring results demonstrate improved management skills in photography, videography, content editing, and social media management. The branding implementation resulted in a consistent visual identity, an increase in the number of Instagram followers from 0 to 360 with a 7.8% engagement rate, and an increase in customer visits. These findings confirm that the synergy between human resource capacity building and digital promotional efforts can strengthen brand image, increase competitiveness, and provide sustainable economic benefits for the village community. This program is expected to become a model for developing other village assets utilizing digital technology and branding strategies.
Co-Authors Adinata, Dwi Rafelika Angger Fawaid Febriansyah, Muhammad Naufal Hasim, Muhammad Alfa Imron, Mohammad Ali Khoir, Ikmalul Ridho, Muhammad Ali Zainur Riksen, Riksen Sahwan, Ahmad Danial Saini