Penguatan Ekonomi Lokal Melalui Rebranding UMKM Mencalok di Kampung Kelam Pagi
DOI:
https://doi.org/10.56910/wrd.v5i3.836Keywords:
Business Legality, Mencalok MSMEs, Rebranding, Visual Identity, Women EmpowermentAbstract
The Community Service Program (KKN) in Kampung Kelam Pagi, Tanjungpinang City, focused on strengthening Mencalok MSMEs through a rebranding strategy. A participatory approach was used to engage the community at every stage, from observation, planning, and implementation to evaluation. The activities included the creation of a new logo, product packaging improvements, and the facilitation of Business Identification Number (NIB) registration for MSME actors. The results showed significant improvements in the product's visual identity, business legality, and market value of Mencalok in local and regional markets. Rebranding also provided additional benefits, such as legal recognition, access to government programs, financing opportunities, and the promotion of traditional culinary culture. The program empowered women by enhancing their managerial skills and fostering economic independence. In addition to these efforts, digital marketing strategies were introduced, helping the MSMEs reach a broader audience and improve their online presence. Product diversification was also recommended to strengthen competitiveness and ensure long-term business sustainability. These findings highlight that rebranding is not merely a visual change but a strategic tool that enhances the economic, social, and cultural value of traditional MSMEs. By integrating modern business practices with local cultural heritage, this initiative not only improved business outcomes but also contributed to the preservation and promotion of regional traditions.
References
Afira, R., Irdam, & Marta, W. (2021). Majalah Ilmiah UPI YPTK Sosialisasi Desain Visual Brand Identity Friendly Bagi Usaha Masyarakat Kecil dan Menengah (UMKM). Majalah Ilmiah UPI YPTK, 28(2), 54–59. https://doi.org/10.35134/jmi.v28i2.83
Ainun, N., Maming, R., & Wahida, A. (2023). Pentingnya Peran Logo Dalam Membangun Branding Pada UMKM. Jesya, 6(1), 674–681. https://doi.org/10.36778/jesya.v6i1.967
Anggia, T., Candrayani, R., Maulana, I., muhammad Rizky, A., & Tajiri, H. (2025). KKN SISDAMAS: Pendampingan Program Digitalisasi Branding UMKM Opak Singkong Lokal Danantya. PROCEEDINGS UIN SUNAN GUNUNG DJATI BANDUNG, 6(1), 1–15.
Hakkam, N. A., Noviyanti, R., Arif, S., Hartiningrum, A., Andari, T. W., Utami, A. D. W., & Satrio, P. U. D. (2024). Promosi Produk Kripik Bar-Bar melalui Logo dan Identitas Visual. Jurnal Bisnis Indonesia, 15(2).
Handayani, E. A., Sugiarti, A., & Burhani, S. (2023). Partisipasi Masyarakat dalam Mendukung Konservasi Ekosistem Mangrove di Kawasan Ekowisata Luppung, Kabupaten Bulukumba. Jurnal Sosial Ekonomi Kelautan Dan Perikanan, 18(1), 15–23.
Khasani, I., Al Ayyubi, A. F., Nurdiansyah, A. M., Arfad, A. F., Soerosomito, I. N., Ritongaa, S. B. P., & Leander, T. (2021). Rebranding Untuk UMKM Ce Nyai HM Zein Di Kota Jakarta Selatan, Provinsi DKI Jakarta. PEDES: Jurnal Pengabdian Masyarakat Bidang Desain, 1(1), 59–64.
Kurnia, M., Jaya, I., Jalil, A. R., Arya, N., & Amin, S. (2020). KKN tematik pemberdayaan masyarakat melalui penerapan teknologi untuk peningkatan taraf hidup masyarakat di Kecamatan Pulau Sembilan Kabupaten Sinjai. Jurnal Pengabdian Masyarakat Hasanuddin, 1–9.
Mauludia, M., Usman, T., Rahmalia, W., Imam Prayitno, D., & Nani Nurbaeti, S. (2021). Ekstraksi, Karakterisasi dan Uji Aktivitas Antioksidan Astaxanthin dari Produk Fermentasi Udang (Cincalok). Jurnal Kelautan Tropis, 24(3), 311–322. https://doi.org/10.14710/jkt.v24i3.10497
Mauludia, M., Usman, T., Rahmalia, W., Prayitno, D. I., & Nurbaeti, S. N. (2021). Ekstraksi, Karakterisasi dan Uji Aktivitas Antioksidan Astaxanthin dari Produk Fermentasi Udang (Cincalok). Jurnal Kelautan Tropis, 24(3), 311–322.
Nofiani, R., & Ardiningsih, P. (2018). Physicochemical and Microbiological Profiles of Commercial Cincalok From West Kalimantan. JPHPI, 21(2), 243–249.
Redi, A., Marfungah, L., Fansuri, R. F., Prawira, M., & Lafentia, A. (2022). Perizinan Usaha Mikro, Kecil, Dan Menengah (Umkm): Bentuk Pemberdayaan, Perlindungan Hukum Dan Mewujudkan Negara Kesejahteraan. Jurnal Muara Ilmu Sosial, Humaniora, Dan Seni, 6(1), 282–292.
Susanti, N. I., Penawan, A., Panglipurningrum, Y. S., Rahayu, S., Sapariyah, R. A., Kristiana, Y., Sumboro, B., Mastuti, D. N., Nugroho, E. C., & Triono, B. R. M. S. (2024). INOVASI MAHASISWA DALAM PENINGKATAN EKONOMI MASYARAKAT BERBASIS SUMBER DAYA WILAYAH. HADLA Media Informasi.
Wuryandari, N. E. R., Anjarwati, S., Purwanto, S., Sugeng, M., Perkasa, D. H., & Melly, M. (2023). Pembinaan UMKM berbasis Kemitraan: Solusi untuk meningkatkan daya saing dan produktivitas. E-Amal: Jurnal Pengabdian Kepada Masyarakat, 3(3), 387–396.
Zuliawati Zed, E., Febrika, D., Marlina, M., Saputra, M. N., Fauzie, A., & Lestari, N. (2024). Pentingnya Logo/Brand Dalam Membangun Branding Pada Umkm di Cikarang Utara. Jurnal Inovasi Global, 2(3), 439–444. https://doi.org/10.58344/jig.v2i3.77
