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All Journal El-Mujtama: Jurnal Pengabdian Masyarakat
Murtafiah, Fifih
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Religion Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Strategi Penguatan Identitas Produk dan Akses Pasar Usaha Mikro, Kecil, dan Menengah (UMKM) Raja Basreng: Studi Kasus: KKN Kelompok 4 di Kp. Tapos Udik RT. 002/ RW. 002 Desa Tapos 1 Kecamatan Tenjolaya Kabupaten Bogor Somantri, Fikri Indriana; Novita, Evi; Supriyatna, Rio Kartika; Junaedi, Dedi; Wijaya, Siska Putri; Iskandar, Nandang; Rahmawati, Dian; Putri, Sardiani; Fikri, M. Chairil; Murtafiah, Fifih
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 4 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i4.9847

Abstract

UMKM play a central role in driving local economies, yet they often face challenges in building a strong product identity and effectively expanding market access. This study aims to identify and analyze strategies that can be implemented to strengthen product identity and market access for UMKMs, using a case study of the "Raja Basreng" UMKM in Tapos 1 Village, Tenjolaya District, Bogor Regency. The research employed a descriptive qualitative approach, collecting data through field observations, direct interviews with UMKM owners, and documentation of production and marketing activities. The results indicate that Raja Basreng possesses strong product flavor and name characteristics, but has not yet developed a comprehensive branding strategy. The product identity remains latent, not optimally conveyed through visual elements (packaging, logo, and design), narrative (product story), or consumer experience. Furthermore, market access remains geographically limited due to the dominance of offline sales and minimal utilization of digital channels such as social media or marketplaces. This study recommends the importance of an integrated branding approach with a digital marketing strategy to effectively convey product value and reach a broader market. Awareness of the importance of building product identity is not merely an aesthetic necessity, but a long-term investment in building image, consumer loyalty, and sustainable competitiveness. The implications of this research not only impact the economic empowerment of UMKMs but also open up new opportunities for developing local potential based on narrative and technological strengths.
Strategi Edukasi Masyarakat melalui Penyuluhan Pengelolaan Sampah di Desa Tapos 1 Kecamatan Tenjolaya Kabupaten Bogor Somantri, Fikri Indriana; Primarni, Amie; Suryana, Agus; Murtafiah, Fifih; Wijaya, Siska Putri; Rahmawati, Dian; Putri, Sardiani; Maulana, Dede; Adawiyah, Siti Robiyatul; Khoeriyah, Siti; Billa, Keisya; Fikri, M. Chairil
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 5 No. 4 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i4.9848

Abstract

Waste is one of the most pressing environmental issues, occurring not only in urban areas but also in rural areas, including Tapos 1 Village, Bogor Regency. Low public awareness of waste sorting and management leads to widespread indiscriminate waste disposal, which impacts environmental pollution and health. This study aims to analyze community education strategies through outreach activities to increase awareness, participation, and innovation in waste management in Tapos 1 Village. The method used was descriptive qualitative, supported by a literature review. Data were obtained through field observations, informal interviews with residents and village officials, and documentation of outreach activities. These data were then analyzed narratively using an inductive approach. The results showed changes in community behavior following the outreach, including increased awareness of separating organic and inorganic waste, active involvement in community service activities and composting, and the emergence of creative economy initiatives based on recycling. However, challenges remain, particularly related to behavioral inconsistencies and limited infrastructure. This study confirms that participatory outreach is effective in fostering collective awareness, building community engagement, and opening up opportunities for a circular economy. This research contributes to providing an applicable and collaborative educational strategy model to support sustainable village-based waste management.
Co-Authors Adawiyah, Siti Robiyatul Agus Suryana Billa, Keisya Dedi Junaedi, Dedi Dian Rahmawati Evi Novita Fikri, M. Chairil Iskandar, Nandang Maulana, Dede Putri, Sardiani Siti Khoeriyah Somantri, Fikri indriana Supriyatna, Rio Kartika Wijaya, Siska Putri