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All Journal Jurnal Pengabdian Kepada Masyarakat Indonesia
Herty Ramayanti Sinaga
Universitas Sains dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Education Engineering Public Health Social Sciences

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Peningkatan Daya Saing Produk UMKM Melalui Pelatihan Branding Emosional dan Pengemasan Ramah Lingkungan Bagi Ibu PKK Desa Asinan, Kabupaten Semarang Tri Imaliya; Herty Ramayanti Sinaga; Pindo Asti; Ivan Permana; Gibson Manalu; Daniel Adi Setya Rahardjo; Kusna Djati Purnama
Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Vol. 5 No. 1 (2025): April : Jurnal Pengabdian Kepada Masyarakat Indonesia (JPKMI)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpkmi.v5i1.7687

Abstract

Modern marketing requires a distinctive product identity to attract potential buyers. This community engagement activity aimed to enhance the competitiveness of Pokja 2 MSME products managed by PKK women in Asinan Village, Semarang Regency, through training on emotional branding and eco-friendly packaging. The main challenges faced by the community partners included a lack of understanding in crafting brand narratives that appeal to consumers’ emotions and the use of packaging that did not align with sustainable principles. The training was delivered through a participatory approach combining interactive lectures, group discussions, and hands-on practice, conducted offline on June 16, 2025, at the Asinan Village Hall. A total of 30 participants representing PKK groups from neighborhood to village level actively took part in the sessions. The results indicated a significant improvement in participants’ understanding of the importance of product storytelling that reflects values such as family ties, local identity, and consumer empathy. This was evidenced by the pre-test and post-test results, showing an increase in branding comprehension from 24% to 84%.
Co-Authors Daniel Adi Setya Rahardjo Gibson Manalu Ivan Permana Kusna Djati Purnama Pindo Asti Tri Imaliya