Community Service Progress

Strategi Digital Marketing Dalam Memperkuat Brand Image Pada Roti Kacang Mpok Atik Tebing Tinggi

Rakhmawati Purba — 2025-12-31

MSMEs play a vital role in the country's economic growth by significantly contributing to job creation, poverty alleviation, and economic equality. Peanut bread is one of the typical souvenirs from the city of Tebing Tinggi besides lemang and other products. Currently, the development of peanut bread production businesses is increasingly widespread in Tebing Tinggi with various brands and flavors. One of them is the Mpok Atik peanut bread brand. One of the problems faced by this MSME is limited capital, where there is competition from large producers, and market access is still limited. This campus collaborative activity program is a type of community service activity in helping solve problems that exist in the community / MSMEs. The enlightenment provided by the team about digitalization plays a vital role in driving the growth of the Mpok Atik peanut bread MSME. By implementing various digital-based marketing, MSMEs can compete in the increasingly competitive modern era by utilizing technology to increase market access, improve brand image, and remain competitive. This peanut bread MSME excels because its products have the characteristics of a local identity, authentic taste.

Pengaruh City Branding Terhadap City Image dan Keputusan Berkunjung Wisatawan ke Kota Tebing Tinggi

Anju Bherna D. Nainggolan — 2025-12-31

This study analyzes the influence of Tebing Tinggi’s city branding positioned as a stopover culinary city and the “City of Lemang” on city image and tourists’ visit decisions. The operation of the toll road has reduced the volume of stopover visits to Tebing Tinggi. Using a qualitative method through interviews, observations, and document analysis, the study finds that the city’s culinary identity remains strong, yet branding communication is not sufficiently consistent, resulting in a city image (cognitive, affective, and conative) that is less optimal in shaping tourist decisions. Brand perception, perceived value, and destination attractiveness play an important role in encouraging tourists’ stopover interest and visit decisions. These findings highlight the need for a more focused city branding strategy to strengthen city image and increase tourist visits.

Strategi Pemasaran dan Tantangan Penjualan di Era Digitalisasi

Tria Meisya Aziti — 2025-12-31

This study aims to analyze and propose effective digital marketing strategies for tempeh producers, who often still rely on traditional marketing methods, and to help MSMEs adapt to changing consumer behavior in the digital era. Tempeh product marketing strategies in the digital era generally discuss the importance of adopting digital technology by tempeh Micro, Small, and Medium Enterprises (MSMEs) to expand market reach and increase competitiveness. It also identifies various sales strategies and challenges they face.

Transformasi Digital dan Inovasi Kemasan: Strategi Peningkatan Daya Saing UMKM Gula Merah dan Keripik di Desa Pelanggiran Laut Tador

Indra Welly Arifin — 2025-12-31

Micro, Small, and Medium Enterprises (MSMEs) in Pelanggiran Laut Tador Village, particularly brown sugar and chip producers, have great potential thanks to the availability of local raw materials. However, their competitiveness is hampered by classic problems: very simple product packaging and a marketing strategy limited to word-of-mouth. This community service activity, implemented through the Real Work Lecture (KKN) program, aims to increase the competitiveness of these MSMEs through two main interventions: packaging innovation (rebranding) and marketing digitalization. The implementation methods include socialization, training, and direct mentoring. The results of the activity show significant transformations in branding and marketing aspects. New, more modern, hygienic, and informative packaging has been successfully designed and produced, namely standing pouch packaging for "Keripik Bu Isam" and besek and jar packaging (liquid sugar) for the Brown Sugar MSME. In addition, digital marketing assets have been created in the form of location registration on Google Maps, social media accounts (Facebook and Instagram), WhatsApp Business, and an e-commerce store (Shopee). This program has successfully increased MSMEs' understanding of the importance of branding and opened broader market access through digital platforms.

Strategi Pemasaran Melalui Media Sosial

Ardianti Yunita — 2025-12-31

This research aims to analyze the social media marketing strategies used by Isma Ayam Penyet and provide recommendations for development based on field findings. This research is a qualitative study with a case study approach involving in-depth interviews. The analysis results show that Isma Ayam Penyet implements three main strategies, namely marketing through Facebook with simple content, word-of-mouth marketing, and WhatsApp for delivery services. It has been proven that these strategies increase brand awareness and expand market reach, but they have limitations in terms of content variation and platform diversification. Based on this analysis, this research suggests enhancing digital marketing effectiveness by developing a multi-platform strategy, improving content quality, and optimizing customer engagement

Worksop Dapur Digitalpreneur: Memasak Ide, Menjual Lewat Internet

Khairunnisa Khairunnisa — 2025-12-31

This community service program partnered with the Rumah Kelor Anjani SME, a producer of healthy moringa-based processed foods in Bandung Regency. The partner faced two main challenges: (1) inaccurate calculations of the Cost of Goods Sold (COGS), which impacted profitability, and (2) a suboptimal digital marketing strategy for reaching a wider market. The implemented solutions included training in precise COGS calculations, product variant innovation, and Digital Business Strategy assistance, such as Instagram content optimization and marketplace management. As a result, the partner now has a profitable pricing structure and a measurable digital marketing roadmap to increase revenue and brand awareness in line with the Asta Cita (Downstreaming & Digital Economy) targets and SDG 8 (Decent Work and Economic Growth).

The implemented solutions included training in precise COGS calculations, product variant innovation, and Digital Business Strategy assistance, such as Instagram content optimization and marketplace management. As a result, the partner now has a profitable pricing structure and a measurable digital marketing roadmap to increase revenue and brand awareness in line with the Asta Cita (Downstreaming & Digital Economy) targets and SDG 8 (Decent Work and Economic Growth).

Implementasi Strategi Pemasaran Pada UMKM Rumah Tenun Kota Tebing Tinggi

Reni Liliace — 2025-12-31

This study analyzes the implementation of marketing strategies at the Rumah Tenun micro, small, and medium enterprise (MSME) in Tebing Tinggi City, which plays an important role in preserving local cultural heritage while supporting the community’s economy. Increasing market competition and shifts in consumer behavior demand more adaptive and innovative marketing strategies. Using a qualitative descriptive approach, this research examines the integration of traditional and digital marketing elements, including product strategy, pricing, promotion, and distribution. The findings indicate that combining traditional promotional methods with digital platforms enhances market reach, strengthens brand identity, and increases customer engagement. The study concludes that adopting hybrid marketing strategies is essential for sustaining the competitiveness and sustainability of Rumah Tenun MSMEs. Recommendations emphasize digital optimization, brand differentiation, and collaboration to enhance market performance.

Strategi Pemasaran Konvensional pada UMKM Berbasis Hobi

Dede Jaelani — 2025-12-31

This study aims to analyze the conventional marketing strategies implemented by hobby-based MSMEs that have not yet adopted digital marketing. The study used a descriptive qualitative approach through a single case study with one key informant, the business owner. Data were obtained through interviews, observatios and documentation. The results indicate that marketing strategies still rely on conventional methods such as word-of-mouth promotion, participation in community activities, and maintaining personal relationships with customers. The main obstacles lie in limited time, capital, and technological capabilities. Nevertheless, the business owner is strongly motivated to maintain business continuity driven by a love of the hobby. This study illustrates that hobby-based MSMEs have significant potential for growth if supported by increased digital literacy and more innovative marketing strategies

Pemberdayaan UMKM Melalui Digitalisasi Pemasaran dan Penguatan Potensi Desa di Desa Laut Tador, Kabupaten Batu Bara

Sarwoto Sarwoto — 2025-12-31

The Community Service Program (KKN) is a form of community service conducted in Laut Tador Village, Batu Bara Regency. The main objective of this program is to address issues faced by the community, particularly limited knowledge of business management and product marketing for MSMEs, as well as environmental management. Implementation methods used include observation, coordination with village officials, direct mentoring of MSMEs, outreach, and community activities such as mutual cooperation. The main outcomes of this program are: 1) Three local MSMEs (Palm Palm Sugar, Palm Palm Sugar, and Etawa Goat Milk) were successfully developed through the creation of new packaging, logos, promotional banners, and location registration on Google Maps to expand market reach. 2) Environmental awareness was increased through the installation of educational waste signs and the provision of separate trash bins at SDN 06 Laut Tador. 3) Village potential was strengthened by installing signs indicating tourist directions to Lake Laut Tador. 4) The establishment of a Family Medicine Garden (TOGA) to increase public health awareness. These activities have had a positive impact on MSME independence and village community awareness.