Branding Assistance and Digital Promotion Optimization to Increase Consumer Appeal of the Pak'e Eko Solo MSME

Nafi'ah Alifia Anindita Susilo; Balqis Fadhillah Ismail Putri; Risma Indriyani; Istifah Mahayuwati; Muhammad Davin Arya Syahputra; Rusnandari Retno Cahyani

doi:10.63922/ijebir.v5i04.5610

Nafi'ah Alifia Anindita Susilo Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta
Balqis Fadhillah Ismail Putri Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta
Risma Indriyani Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta
Istifah Mahayuwati Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta
Muhammad Davin Arya Syahputra Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta
Rusnandari Retno Cahyani Business Administration Study Program, Faculty of Social Sciences, Humanities and Arts, Universitas Sahid Surakarta

DOI: https://doi.org/10.63922/ijebir.v5i04.5610

Keywords: Branding; Digital Promotional Media; Culinary MSME; Consumer Appeal; Google Maps.

Abstract

Micro, Small, and Medium Enterprises (MSMEs) contribute significantly to local economic growth, yet many business owners still face limitations in strengthening brand identity and utilizing digital promotional media. Pak'e Eko Solo is a culinary MSME offering penyetan, chicken noodles, and meatballs. Preliminary observation identified three main problems: inconsistent visual identity, limited offline promotional media, and suboptimal use of digital platforms. This community service program aimed to improve consumer appeal through branding assistance and optimization of digital promotion. The activity was implemented by a student team under academic supervision through observation, problem identification, branding design, development of promotional media, mentoring, implementation, and evaluation. The program outputs included redesigned and installed business banners, a more informative menu list, optimized use of QRIS digital payment, social media account management and promotional content, and improvement of the business profile on Google Maps. The program strengthened the business's visual identity, expanded promotional channels, and increased the owner's understanding of branding and digital media as practical tools for business development. These findings indicate that integrated branding and digital promotion assistance can help culinary MSMEs increase consumer appeal and strengthen business competitiveness.

References

Alam, W. Y., Najwa, N., Pratama, W. A., Syarifah, N. A., & Elviana, E. A. (2025). Pengaruh strategi branding terhadap peningkatan nilai tambah UMKM. Jurnal Pengabdian dan Pemberdayaan Masyarakat.
Alma, B. (2018). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Estiana, R., Karomah, N. G., & Setiady, T. (2022). Efektivitas media sosial sebagai media promosi pada UMKM. Jurnal Pengabdian Masyarakat.
Farhan, A., & Shifa, A. W. (2023). Penggunaan metode pembayaran QRIS pada setiap UMKM di era digital. Jurnal Ekonomi Digital.
Haryani, D. S., & Fauzar, S. (2022). Efektivitas media sosial Instagram sebagai media promosi pada UMKM Chacha Flowers. Jurnal Komunikasi dan Bisnis.
Herlina, E., Ahdiyat, A. N., & Syamfithriani, T. S. (2022). Pelatihan branding produk untuk Usaha Mikro Kecil Menengah (UMKM) di Desa Nangka Kecamatan Kadugede. Jurnal Pengabdian Kepada Masyarakat.
Hermawan, S., Rochmaniah, A., & Rahayu, R. A. (2020). Peningkatan pengetahuan dan keterampilan UMKM kuliner melalui pelatihan akuntansi, branding, dan halal food. Jurnal Pengabdian Masyarakat.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow, England: Pearson Education Limited.
Kurnianti, A., Azizah, L. M., & Mufidah, I. (2021). Branding UMKM dan pembuatan media promosi usaha kuliner. Prosiding Seminar Nasional Program Pengabdian Masyarakat.
Lestari, A. S., Wahyuningsih, N., Maharani, N., Sanjaya, L., Putra, A. P., & Khomariah, A. (2022). Penggunaan aplikasi Google Maps dan Imooji sebagai media promosi UMKM Desa Tiyaran. Jurnal Pengabdian Masyarakat.
Mustika, S., Tiara, A., & Corliana, T. (2021). Pelatihan membuat konten promosi di media sosial bagi UMKM mitra masjid. Jurnal Pengabdian Kepada Masyarakat.
Nasution, S., & Silalahi, P. R. (2022). Peran digital marketing dalam meningkatkan pendapatan UMKM kuliner berbasis syariah di Kota Medan. Jurnal Ekonomi Syariah.
Natsir, K., Bangun, N., Attan, M. B., & Landias, J. S. (2023). Penggunaan QRIS sebagai alat pembayaran digital untuk meningkatkan produktivitas UMKM. Jurnal Pengabdian dan Inovasi Masyarakat.
Putra, R. T., Salsabila, N. E., Al Azhar, M. A. M., & Adhinata, F. D. (2022). Strategi pemasaran melalui internet di media sosial. Jurnal Manajemen dan Bisnis.
Putri, R. E., Wasito, M., & Lestari, A. N. (2023). Sosialisasi pemanfaatan media sosial sebagai media promosi produk UMKM Desa Suka Damai. Jurnal Pengabdian Masyarakat.
Rangkuti, F. (2017). The Power of Brands: Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek. Jakarta: Gramedia Pustaka Utama.
Suryana. (2018). Kewirausahaan: Pedoman Praktis, Kiat dan Proses Menuju Sukses. Jakarta: Salemba Empat.
Tampubolon, M. V. R., Ramadhan, M. F., Rizky, Y. P., Putri, N. A., & Adzka, N. A. (2024). Upaya transformasi digital UMKM Desa Kalipecabean dengan optimalisasi QRIS, Google Maps, dan e-commerce. Jurnal Pengabdian Kepada Masyarakat.
Tjiptono, F. (2019). Strategi Pemasaran: Prinsip dan Penerapan. Yogyakarta: Andi.
Yusriyya Hanun, A., & Sugito. (2024). Pengaruh rebranding logo terhadap minat konsumen di UMKM Warung Bu Ti di Tenggilis Mejoyo Kota Surabaya. Jurnal Manajemen dan Kewirausahaan.