Transformasi Branding UMKM Snack Mak Asih: Penguatan Branding dan  Pemasaran Berkelanjutan di Desa Jawa Tengah

Nur Safitri Yeni; Helma Malini; Auryn Sela Vashti; Cristalia Sandra Irena; Muhammad Raihan Afrizy

doi:10.30999/jpkm.v15i2.3741

Authors

Nur Safitri Yeni Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Helma Malini Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Auryn Sela Vashti Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Cristalia Sandra Irena Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia
Muhammad Raihan Afrizy Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura, Indonesia

DOI:

https://doi.org/10.30999/jpkm.v15i2.3741

Abstract

UMKM are crucial to local economies but constantly struggle with branding and digital marketing. This
community service program supported Snack Mak Asih, an UMKM in Dusun Karya 1, Desa Jawa Tengah,
Sungai Ambawang District, by strengthening its brand identity and marketing strategies. Using
Participatory Learning and Action (PLA) and Service-Learning approaches, the program empowered
university students as facilitators. The activities included designing effective product labels, creating eye
- catching packaging, and using social media for digital promotion. The results clearly showed the UMKM
participants grasping the importance of branding. The proactively making their own product label's and
now they are ready to facing the modern market demands. This program not only enhanced product value
but also highlighted the innovation in a competitive market. This intervention has proven its positive impact
on business sustainability and bosted UMKM contribution to rural economic development.