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All Journal Jurnal Pengabdian Pelita Insani (JPPI) Jurnal Pengabdian Pelita Insani (JPPI)
Sabrina Rossa
Unknown Affiliation
Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Penguatan Identitas Merek dan Transformasi Digital Marketing pada UMKM Combro dan Misro Pak Idrus Joni Heruwanto; Arifin Cahyono; Sabrina Rossa; Maesa Rizky Abdillah
JPPI: Jurnal Pengabdian Pelita Insani Vol. 3 No. 01 (2026): JPPI Edisi Februari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/5c0fvt50

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in economic development but often face challenges in marketing and brand strengthening. This study examines the MSME “Combro and Misro Pak Idrus,” which has limited digital marketing use, suboptimal packaging, and lacks structured customer management. Using a qualitative approach through observation and interviews, this research evaluates business conditions and designs strategies to enhance competitiveness. The findings show that rebranding, improved packaging, and optimized use of social media and digital platforms significantly increase visibility, brand image, and market reach. Therefore, digital marketing transformation is a strategic step to strengthen the sustainability of traditional culinary MSMEs.
Penguatan Identitas Merek dan Transformasi Digital Marketing pada UMKM Combro dan Misro Pak Idrus Joni Heruwanto; Arifin Cahyono; Sabrina Rossa; Maesa Rizky Abdillah
JPPI: Jurnal Pengabdian Pelita Insani Vol. 3 No. 01 (2026): JPPI Edisi Februari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/5c0fvt50

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an essential role in economic development but often face challenges in marketing and brand strengthening. This study examines the MSME “Combro and Misro Pak Idrus,” which has limited digital marketing use, suboptimal packaging, and lacks structured customer management. Using a qualitative approach through observation and interviews, this research evaluates business conditions and designs strategies to enhance competitiveness. The findings show that rebranding, improved packaging, and optimized use of social media and digital platforms significantly increase visibility, brand image, and market reach. Therefore, digital marketing transformation is a strategic step to strengthen the sustainability of traditional culinary MSMEs.
Co-Authors Arifin Cahyono Joni Heruwanto Maesa Rizky Abdillah