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Contact Name
Izzat Pratama
Contact Email
jurnal.swarna@gmail.com
Phone
+6287843305581
Journal Mail Official
jurnal.swarna@gmail.com
Editorial Address
LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram Jl. Tawak-Tawak Karang Sukun, Mataram - NTB 83121 e-mail: jurnal.swarna@gmail.com or swarna@45mataram.ac.id
Location
Kota mataram,
Nusa tenggara barat
INDONESIA
SWARNA
ISSN : 2963184X     EISSN : 2963184X     DOI : https://doi.org/10.55681/swarna
SWARNA: Jurnal Pengabdian Kepada Masyarakat is a journal that is a scientific forum for community service, with the online registered number E-ISSN 2963-184X. This multidisciplinary scientific journal in the field of community service is published by Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Sekolah Tinggi Ilmu Ekonomi 45 Mataram with the aim of publishing the results of community service activities related to the development and application of science and technology research results, which include concepts, models and its implementation as an effort to increase community participation in development. SWARNA is a scientific publication in the field of community service and empowerment with coverage of areas: Human development and nation competitiveness, Local resource-based poverty alleviation, Management of rural and coastal areas of local wisdom. Economic Development, Entrepreneurship, Cooperatives, Creative Industries, Education, Animal Husbandry, Fisheries, Marine, Public Health, UMKM, Development of environmentally sound technologies. Health, nutrition, tropical diseases, herbal medicines, Art, literature, and culture.
Arjuna Subject : Umum - Umum
Articles 471 Documents
Branding and Digital Promotion to Increase Kub Ziae's Competitiveness in the Sembalun Tourism Area Asroni, Ondi; Samsudin, Angga Radlisa; Resmiranta, Dading Oktaviadi; Innuddin, Muhammad; Hanif, Naufal; Taher, Muhammad
SWARNA: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 4 (2026): SWARNA : Jurnal Pengabdian Kepada Masyarakat, April, 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/swarna.v5i4.2000

Abstract

KUB ZIAE Sembalun Bumbung is a souvenir center located on the main tourist route of Sembalun, offering products such as black garlic, organic red rice, Rinjani coffee, and dried beans. However, this business faces challenges including weak brand identity, low visibility, and the absence of digital presence. Limited digital literacy among managers also results in reliance on conventional promotion methods. This community service program aimed to enhance KUB ZIAE’s competitiveness through two key strategies: (1) strengthening offline visual identity with signboards, banners, and product labels; and (2) developing digital assets such as Google Business Profile, Instagram, and Facebook accounts, along with content creation training. A participatory approach was applied, including needs assessment, co-design, intensive training, and on-site mentoring. The results showed improved business visibility with the installation of signboards and banners, while new product labels increased consumer trust. On the digital side, the Google Business account successfully appeared in search results, Instagram posts reached hundreds of accounts, and members gained skills in creating and managing promotional content. Although challenges remain, such as limited digital literacy and internet connectivity, the intervention effectively enhanced visibility, expanded market reach, and strengthened KUB ZIAE’s image as a leading souvenir center in the Rinjani tourism area

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