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All Journal Komatika: Jurnal Pengabdian Kepada Masyarakat
Karyn Ibreina Ginting
University of Bunda Mulia
Humanities Computer Science & IT Education Social Sciences

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Pemberdayaan UMKM Mama Ni Melalui Redesain Identitas Visual dan Kemasan Saset Berbasis Pendekatan Partisipatif untuk Memperkuat Daya Saing Produk Lokal Karyn Ibreina Ginting; Yana Erlyana
Komatika: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2025): November 2025
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Informatika Indonesia Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34148/komatika.v5i2.1347

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia’s economy, yet many still face challenges in visual identity, branding, and product packaging. Mama Ni, a sambal and seasoning producer from Malang, offers authentic flavors but lacks a competitive visual identity and packaging for modern markets. This community service project aimed to support Mama Ni through a participatory redesign of its visual identity and sachet packaging, rooted in local cultural elements. The activities included assessing partner needs, co-developing design concepts, creating a new visual identity that integrates the Kucecwara batik motif and an illustration of the owner as a brand icon, and testing the new packaging with consumer feedback. The project resulted in the creation of a new sub-brand, Nibumbu, accompanied by packaging for four flavor variants that is more attractive, informative, and professional. A survey of 108 respondents demonstrated improved consumer perceptions: 85% rated the new design as more visually appealing, 83% found the information clearer, 80% considered it more professional, and 82% expressed higher purchase interest compared to the old packaging. This program contributes to strengthening the competitiveness of local MSMEs through culturally grounded design and offers a replicable model for similar initiatives in other regions.  
Co-Authors Yana Erlyana