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All Journal Journal Analytica Islamica Sewagati: Jurnal Pengabdian Masyarakat Indonesia
Hayrasyirah Ryazinharwa
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Religion Education Social Sciences Other

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Pemberdayaan UMKM Tradisional Budin Keripik melalui Digital Branding di Desa Tempel Jaya Hayrasyirah Ryazinharwa; Sherly Putri Revika; Fadli Febriansyah Zen; Khalishah Khirman Fadhilah; Nabilah Ramadhani; Yusniah Yusniah
SEWAGATI: Jurnal Pengabdian Masyarakat Indonesia Vol. 4 No. 1 (2025): Maret: Jurnal Pengabdian Masyarakat Indonesia
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/sewagati.v4i1.3248

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of the Indonesian economy, yet they often face significant constraints in marketing and branding, especially in rural areas with limited access. Reliance on traditional word-of-mouth promotion leads to a narrow market reach and low product competitiveness. This community service activity aims to empower the "Budin Keripik" MSME in Tempel Jaya Village, a home-based business operating since 2020, through the implementation of a comprehensive digital branding strategy. The implementation method adopted three main stages: planning, which included field observations and in-depth interviews with the owner to identify key problems such as the lack of visual identity and digital promotion; implementation, which focused on practical interventions like creating banners, designing a logo and packaging labels, setting up social media accounts (Instagram), and registering the business location on Google Maps to increase visibility; and mentoring, which involved technical training on digital promotion, content management, and the use of relevant hashtags to reach a wider audience. The intervention results show a significant positive impact, not only in material aspects like improved product visual appeal and broader marketing reach but also in non-material aspects such as an increase in the business owner's self-confidence in promotion. This initial success proves that digital branding is an effective and applicable strategy for enhancing the competitiveness of traditional MSMEs. However, the sustainability of this program faces challenges like limited capital for production scaling and a need for continuous development of digital literacy, thus requiring further support for long-term local economic strengthening.
ANALYSIS OF PUBLIC PERCEPTION ON X SOCIAL MEDIA REGARDING GOVERNMENT RESPONSE NARRATIVES TO THE 2025 SUMATRA FLOOD AND LANDSLIDE CRISIS Hayrasyirah Ryazinharwa; Abdul Karim Batubara
Journal Analytica Islamica Vol 15, No 3 (2026): ANALYTICA ISLAMICA (In Press)
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v15i3.29502

Abstract

This study aims to analyze public perception on social media X regarding the narrative of the government's response to the 2025 Sumatra flood and landslide crisis through the perspective of Situational Crisis Communication Theory (SCCT). This study uses a qualitative approach with a content analysis method on 59 public posts consisting of tweets, tweet replies, and tweet quotes during the period of November–December 2025. Data were selected purposively based on relevance to the issue of the government's response, then analyzed through the stages of data reduction, open coding, theme grouping, and theoretical interpretation using SCCT. The results show that public perception is dominated by critical evaluations of the government, especially regarding responses that are considered slow and inadequate, crisis communication that lacks empathy, policy inaccuracy, and the public's tendency to associate disasters with structural issues such as environmental damage and government governance. The findings also show a perception of regional injustice between the central and regional governments, although there is a small amount of support and ambivalent evaluation. From the SCCT perspective, crises that can be objectively categorized as victim crises tend to be perceived by the public as close to preventable crises due to the high attribution of responsibility to the government. This study confirms that social media X plays a crucial role as a digital space in shaping public perceptions, collective emotions, attributions of responsibility, and legitimacy toward government communications in crisis situations.
Co-Authors Abdul Karim Batubara Fadli Febriansyah Zen Khalishah Khirman Fadhilah Nabilah Ramadhani Sherly Putri Revika Yusniah