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All Journal Jurnal Nuansa Akademik: Jurnal Pembangunan Masyarakat JEBD
Anabela, Cindy
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Religion Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Pemberdayaan UMKM Kuliner Melalui Digitalisasi dan Inovasi Produk di Desa Margoanyar Anabela, Cindy; Krisna, Melan Candra; Badiah, Roudlotul; Musthofa, M Mutammam; Indira, Irma
Nuansa Akademik: Jurnal Pembangunan Masyarakat Vol. 10 No. 2 (2025)
Publisher : Lembaga Dakwah dan Pembangunan Masyarakat Universitas Cokroaminoto Yogyakarta (LDPM UCY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47200/jnajpm.v10i2.3239

Abstract

The Community Service Program (KKN) 05 ITBADLA in Margoanyar Village focused on empowering MSMEs through digitalization and product innovation. The main problems faced by MSMEs include limited digital literacy, unattractive product packaging, and marketing that still relies on local networks. The activity method uses a Participatory Learning and Action (PLA) approach through direct mentoring, social media management training, business location integration with Google Maps, and packaging design improvements. The results of the activity show an increase in the ability of MSMEs to promote products digitally, the creation of a stronger visual identity, and increasing the accessibility of business locations for consumers. However, mentoring is still needed so that MSMEs can implement digitalization consistently.
Peran Elemen Merek pada Kemasan dalam Membangun Ekuitas Merek: Studi Kasus UMKM Otak-Otak Bandeng Desa Margoanyar Anabela, Cindy; Rukmi, Dayu Nala; Lestari, Aprilia Dwi
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) face challenges in building competitiveness, particularly in terms of brand strengthening. One brand element that plays a strategic role but is often underutilized by MSMEs is product packaging. This study aims to understand the role of brand elements on packaging in building brand equity for milkfish otak-otak MSMEs in Margoanyar Village. The study used a qualitative approach with a single case study design. Data were collected through in-depth interviews with MSME owners, non-participatory observation of product packaging, and documentation studies. Data analysis was conducted using a qualitative descriptive method by linking field findings to the concept of consumer-based brand equity. The results show that the application of brand elements on packaging, such as brand name, color, product visuals, and supporting information, plays a role in increasing brand awareness, forming a more positive brand image, and strengthening the perception of product quality. Packaging has proven to be the initial foundation in the process of building brand equity for MSMEs during the business development stage.
Co-Authors Badi'ah, Roudlotul Indira, Irma Krisna, Melan Candra Lestari, Aprilia Dwi Musthofa, M Mutammam Rukmi, Dayu Nala