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All Journal Jurnal AbdiMU International Journal of Linguistics, Communication, and Broadcasting
Andani, Riva
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Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Utilization of Social Media as a Marketing Tool for Startup Entrepreneurs (Case Study of Mpasi Tibiya in Cicalengka Bandung) Suherman, Jajang; Andani, Riva; Sarusu, Armansyah M.; Kusnara, Hasti Pramesti; Rohmanto, Ricky; Mayanti, Yuni
International Journal of Linguistics, Communication, and Broadcasting Vol. 3 No. 3 (2025): International Journal of Linguistics, Communication, and Broadcasting
Publisher : Communication In Research And Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijlcb.v3i3.264

Abstract

Micro, Small, and Medium Enterprises play a strategic role in the Indonesian economy, particularly in creating jobs and encouraging innovation. One sector that continues to rapidly develop is the food and beverage business, including baby food. In this regard, social media has become an important tool that allows novice entrepreneurs to market their products more effectively and efficiently. Digitalization and technological development have changed the way business is conducted, including in marketing strategies. Social media provides a great opportunity for budding entrepreneurs to reach a wider audience without incurring high costs. In this context, the 'MPASI Tibiya' business uses platforms like Instagram and WhatsApp to promote their baby food products, which are designed to meet the nutritional needs of children aged 6 to 24 months. Marketing through social media allows MPASI Tibiya to build a closer relationship with consumers. Content such as daily menu information, customer testimonials, and visual promotions become effective tools to attract the attention of young mothers who are active in the digital world. With this approach, entrepreneurs not only expand the market but also create consumer trust in the quality of their products. However, the use of social media also presents various challenges. Increasingly tight competition in the digital world, changes in platform algorithms, and criticism from customers can become obstacles in building a positive image. Therefore, an engaging and adaptive content strategy is needed to face the continuously evolving market dynamics.
Optimasi Identitas dan Branding Produk Unggulan melalui Inovasi Teknologi Digital di Desa Cibungur Sumedang Wiryawan, Muhamad Ryzki; Andani, Riva
Jurnal AbdiMU (Pengabdian kepada Masyarakat) Vol. 5 No. 2 (2025): November
Publisher : Ma'soem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/abdimu.v5i2.1564

Abstract

Amid the tides of globalization and rapid digitalization, Micro, Small, and Medium Enterprises (MSMEs) in rural areas face serious challenges in preserving local identity while remaining competitive in an increasingly homogenized market. The urgency of this research lies in the pressing need to develop branding strategies that not only strengthen local cultural uniqueness but also align with today’s digital ecosystem. The research method includes Focus Group Discussions (FGDs) with 20 MSME actors to identify potential flagship products, followed by the development of a three-layer branding strategy: physical (packaging and logo), narrative (cultural storytelling), and digital (social media content and AI for market analysis and customer interaction). The results indicate a significant transformation in visual identity, a 67% increase in perceived product value, and expanded distribution channels from offline to online platforms. The targeted outcomes of this study include: a replicable village branding model based on local identity, improved digital literacy among MSME actors, and the development of a practical village branding guideline. These findings confirm that an integrated branding approach—combining local wisdom and appropriate technology—can serve as a sustainable strategy to counter the cultural homogenization driven by globalization. The success of the Cibungur Village branding model is expected to serve as a strategic reference for other rural MSME developments across Indonesia.
Co-Authors Kusnara, Hasti Pramesti Rohmanto, Ricky Sarusu, Armansyah M. Suherman, Jajang Wiryawan, Muhamad Ryzki Yuni Mayanti