Indonesian Journal of Law and Economics Review
Vol 18 No 3 (2023): August
Marketing Management

Enhancing Branding Strategies of Culinary Micro and Small Enterprises through Online Media: A Community Service Approach
Meningkatkan Strategi Branding Usaha Mikro dan Kecil Kuliner Melalui Media Online: Sebuah Pendekatan Pengabdian Kepada Masyarakat


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  • Mahesa Maulana*,
  • Adrian Yohana Megantoro,
  • Azizah Nafabilla Setiawan
Mahesa Maulana
Universitas Muhammadiyah Karanganyar, Indonesia *
Adrian Yohana Megantoro
Universitas Muhammadiyah Karanganyar, Indonesia
Azizah Nafabilla Setiawan
Universitas Muhammadiyah Karanganyar, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i3.932
Published July 5, 2023
Keywords
  • Branding,
  • Micro and Small Enterprises (UMK),
  • Online Media,
  • Culinary Products,
  • Community Service
How to Cite
Maulana, M., Megantoro, A. Y., & Setiawan, A. N. (2023). Enhancing Branding Strategies of Culinary Micro and Small Enterprises through Online Media: A Community Service Approach. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.932

Copyright (c) 2023 Mahesa Maulana, Adrian Yohana Megantoro, Azizah Nafabilla Setiawan

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

The marketing and product development of Micro and Small Enterprises (UMK) greatly rely on effective branding strategies. However, the utilization of online media for branding purposes is often lacking among MSE entrepreneurs. This community service initiative aimed to enhance the understanding and proficiency of UMK culinary product branding implementation in Karanganyar District, Karanganyar Regency, Central Java. The methodology involved short training and mentoring sessions for MSEs, focusing on three culinary business units, to design and develop marketing platforms through online media. The outcome of this activity demonstrated a significant improvement in MSEs' ability to leverage online media for branding their business products, as evidenced by the creation of various platforms such as e-commerce, Instagram, and TikTok. Implementing effective branding strategies through online media platforms has empowered MSEs to achieve optimal competitiveness in their respective culinary businesses. This study offers valuable insights and implications for researchers and professionals worldwide, highlighting the potential of online media in enhancing branding efforts for Micro and Small Enterprises in the culinary industry.

Highlight:

  • Community service enhances UMK entrepreneurs' understanding and implementation of branding through online media.
  • Increased proficiency in utilizing platforms like e-commerce, Instagram, and TikTok.
  • Optimal competitiveness and business development in the culinary industry.

Keyword:

Branding, Micro and Small Enterprises (UMK), Online Media, Culinary Products, Community Service

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