MEMBANGUN CITRA GLOBAL DARI AKAR LOKAL: PENDEKATAN REBRANDING INOVATIF BAGI UMKM DESA SERUT, KABUPATEN JEMBER DALAM KONTEKS GLOKALISASI
DOI:
https://doi.org/10.29303/abdiinsani.v11i2.1585Keywords:
Glocalisation, Local Wisdom, Rebranding, SMEsAbstract
Serut Village, located in Panti Subdistrict, Jember Regency, is home to numerous highly potential Micro, Small, and Medium Enterprises (MSMEs), including wood and bamboo crafts, stone crafts, aluminum works, mushroom cultivation, various local snacks, and palm sugar products. The primary issues faced by these MSME actors are weak business identity and lack of product branding. The distribution of products is conducted through middlemen, causing MSME products to be sold under the middlemen's brand rather than their own. The method of the activities were carried out through: 1) Focus Group Discussions (FGD) with MSME actors and village officials, 2) observations and documentation, 3) Compiling MSME business profiles through the creation of logos and profile videos. The objective are to rebrand MSMEs by focusing on aspects of local wisdom to build the identity of Serut Village MSMEs, enhance product competitiveness, and expand the distribution chain towards the global market. The results of the activities resulted in the mentoring of six MSMEs engaged in wood and bamboo crafts, stone crafts, aluminum works, mushroom cultivation, various local snacks, and palm sugar products. The business profile compilation yielded six MSME logos and profile videos, crafted based on local character and wisdom, thereby strengthening MSME branding in the global market. Hence, the conclusion is MSME actors have not yet understood the importance of product branding. The mentoring results provided MSME actors with the opportunity to market their products with their own branding.
Downloads
References
Bettels, J., & Wiedmann, K. P. (2019). Brand Logo Symmetry and Product Design: The Spillover Effects On Consumer Inferences. Journal of Business Research, 97, 1-9.
Fawahan, L., & Purnasari, I. M. (2022). Membangun Branding Produk UMKM Melalui Media Sosial Tiktok. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(1), 280-289.
Hidayat, A., Lesmana, S., & Latifah, Z. (2022). Peran UMKM (Usaha, Mikro, Kecil, Menengah) dalam Pembangunan Ekonomi Nasional. Jurnal Inovasi Penelitian 3(6), 6707-6714.
Kim, M. J., & Lim, J. H. (2019). A Comprehensive Review on Logo Literature: Research Topics, Findings, and Future Directions. Journal of marketing management, 35(13-14), 1291-1365.
Lestari, D. Y. W., Muna, T. N., & Renfiana, L. (2023). Penerapan Strategi Pemasaran Dalam Menarik Minat Konsumen pada UMKM:(Studi Kasus Kedai Siempur). Jurnal Ilmiah Dan Karya Mahasiswa, 1(6), 366-381.
Nasih, M., & Mariana, M. (2023). Penguatan Ekonomi Melalui Penggunaan Sistem Sosial Media Brand Produk Umkm Roti Samir di Desa Tegalrejo Kecamatan Pulung. Social Science Academic, 325-334.
Republik Indonesia. 2008. Undang-Undang Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah. Jakarta: Sekretariat Negara.
Republik Indonesia. 2023. Undang-Undang Nomor 6 Tahun 2023 tentang Penetapan Peraturan Pemerintah Pengganti Undang-Undang Nomor 2 Tahun 2022 tentang Cipta Kerja. Jakarta: Sekretariat Negara
Rifai, D., Astriyani, E., & Indria, U. (2018). Pembuatan Video Company Profile Sebagai Penunjang Informasi dan Promosi Pada PT. Daiichi Elevator Indonesia. Technomedia Journal, 3(1), 98-109.
Saputra, D., Iqbal, M., & Handayani, K. (2024). Desain dan Implementasi UMKM Go Digital Berbasis Website untuk UMKM Keluarga Khatulistiwa Pontianak. Jurnal Informatika Teknologi dan Sains (Jinteks), 6(1), 90-97.
Sari, A. K., & Sulhan, M. (2023). Pemanfaatan Media Sosial Sebagai Media Promosi, Branding pada Produk UMKM Olahan Pisang dan Olahan Susu. Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 4(4), 875-883.
Sarwono, H. A. (2015). Profil Bisnis Usaha Mikro, Kecil Dan Menengah (UMKM). Bank Indonesia Dan LPPI, 5–57.
Setiawati, S. D. (2019). Strategi Membangun Branding Bagi Pelaku Usaha Mikro Kecil Menengah. Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat, 2(1), 125-136.
Stephen, A. T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10, 17–21.
Van, G. B., & Das, E. (2016). Logo Design in Marketing Communications: Brand Logo Complexity Moderates Exposure Effects on Brand Recognition and Brand Attitude. Journal of Marketing Communications, 22(3), 256–270
