Penguatan Daya Saing UMKM Martabak Rindu Rasa 1980 Melalui Branding, Teknologi Produksi, dan Digitalisasi Pemasaran
DOI:
https://doi.org/10.55606/jpkmi.v6i2.12396Keywords:
MSMEs; Branding; Production Technology; Digital Marketing; Participatory Action Research.Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development; however, many still face challenges related to weak brand identity, low production efficiency, and limited utilization of digital marketing. These challenges were also experienced by Martabak Rindu Rasa 1980, a culinary MSME in Denpasar, Indonesia. This community service program aimed to enhance the enterprise's competitiveness through brand development, production technology improvement, and digital marketing assistance. The program employed the Participatory Action Research (PAR) approach, actively involving the business owner in problem identification, planning, implementation, and evaluation. The activities included designing a visual brand identity, providing production equipment (an industrial hand mixer, food-grade stainless steel containers, a two-burner stove, a high-pressure burner, and food-grade topping containers), as well as mentoring the use of GoFood and TikTok through product catalog photography and promotional content creation. The results showed that the industrial hand mixer reduced dough preparation time from 60 minutes to 30 minutes, significantly improving production efficiency. The implementation of a consistent visual identity across the logo, packaging, receipts, stamps, and food cart enhanced the business's professional image and customer trust, leading to increased orders from government agencies and other institutions. Furthermore, high-quality product photographs improved traffic to the business's GoFood page, while TikTok promotional videos generated thousands of views, resulting in increased likes, followers, and profile visits. Overall, the integration of branding, production technology enhancement, and digital marketing effectively improved the productivity, visibility, and competitiveness of Martabak Rindu Rasa 1980, supporting its sustainable business development.
References
Alam, W. Y., Pandian, A. P., Cindy, M. R., Billa, E. J. S., Firmansyah, M. R., & Anggraini, D. S. (2023). Sosial Media dan Strategi Pemasaran (A. Sofatunisa, Ed.; Pertama). CV. Mega Press Nusantara.
Antasari, C., & Pratiwi, R. D. (2022). Pemanfaatan Fitur Instagram Sebagai Sarana Komunikasi Pemasaran Kedai Babakkeroyokan di Kota Palu. KINESIK, 9(2), 176.
Dealova, D., Hermawan, W., Hamidah, S. F., & Sondari, T. (2026). Citra Merek Sebagai Dampak Dari Pemasaran Digital (Platform Tiktok) & Konten Branding Pada Merajut Asa Kita (Merakit) Di Kota Bandung. Science and Education Journal, 5(2). https://doi.org/https://doi.org/10.31004/sicedu.v5i2.494
Devanny, I., Tertia, N. S., Afifah, R. B., Meliana, V., Manajemen, ), Teknologi, I., Kalbis, B., Pulomas, J., Kav, S., & 22, J. (2022). Pengaruh Kualitas Produk, Content Marketing, Customer Engagement, dan Harga Terhadap Keputusan Pembelian UMKM Zisallection. STREAMING Jurnal Manajemen, 1(2). https://doi.org/https://doi.org/10.53008/streaming.v1i2.1594
Fratiwi, T. H., Putu, I., Pratama, A., Anggelina, C., Agung, A., Pramana, B., Suada, P., Teknologi, I., Bisnis, D., & Bali, S. (2025). Penguatan Branding dan Pemasaran Digital bagi UMKM Kerupuk Rambak Sapi Sapariyah. 3(4), 379–394. https://journal.insankreasimedia.ac.id/index.php/JILPI
Hasanah, Z., & Ardiyanto, D. (2025). Perancangan Ulang Identitas Visual Pada UMKM Moerti Donat Sebagai Strategi Penguatan Visual Branding. Warnarupa: Journal of Visual Communication Design, 6(1), 66–92.
Maknun, L., Hidayah, A., Agita Damayanti, M., & Kusumaningrum, A. (2024). Pengembangan Branding UMKM Dapur Wongso Melalui Desain Ulang Logo, Label Kemasan, dan Stiker Serta Pengelolaan Media Sosial. Krepa: Kreativitas Pada Abdimas, 3. https://doi.org/10.9765/Krepa.V218.3784
Purnamasari, R. P., & Affandi, D. (2025). Visual Branding Strategies in Indonesian Coffee Shops and Street Food Vendors: A Semiotic and Thematic Analysis. Jurnal Ekonomi, Koperasi & Kewirausahaan, 15(8). https://journal.ikopin.ac.id
Rizal, M., Cikusin, Y., & Mustapita, A. F. (2025). Peningkatan Kapasitas Mahasiswa Dalam Penulisan Artikel Ilmiah Melalui Metode Participatory Action Research. Jubaedah: Jurnal Pengabdian Dan Edukasi Sekolah, 5(1). https://doi.org/10.46306/jub.v5i1
Samsinas, & Haekal, A. (2023). Metode Participatory Action Research Dalam Pemberdayaan Pengrajin Batik Berbasis Budaya Lokal. Moderasi: Jurnal Studi Ilmu Pengetahuan Sosial, 4(2). https://doi.org/https://doi.org/10.24239/moderasi.Vol4.Iss2.128
Santoso, R. P. (2025). Peran Brand Trust dan Customer Relationship dalam Meningkatkan Loyalitas Konsumen pada UMKM Kuliner Lokal di Kota Kediri Rohmad Prio Santoso. BISEI: Jurnal Bisnis Dan Ekonomi Islam, 10(2), 148–156. https://doi.org/https://doi.org/10.33752/bisei.v10i2.10808
Sari, E. N., Pamuji, D. R., Rulianto, J., Fauzi Soulton, M., Arifin, S., & Herwono, B. (2026). Penerapan Teknologi Tepat Guna Mesin Pencetak Cilok untuk Meningkatkan Produksi pada UMKM di Desa Labanasem, Kabupaten Banyuwangi pada Tahun 2025. JPP IPTEK: Jurnal Pengabdian Dan Penerapan IPTEK, 10(1). https://doi.org/10.31284/j.jpp-iptek.2026.v10i1.8289
Siswandi, & Syaifuddin, A. (2024). Penelitian Tindakan Partisipatif Metode PAR (Partisipatory Action Research) Tantangan dan Peluang dalam Pemberdayaan Komunitas. Ummul Qura: Jurnal Institut Pesantren Sunan Drajat (INSUD) Lamongan, 19(2).
Sugiyanti, L., Permana, R., Rabbil, M. Z., Fajarwaty, A., Ellynawati, Chandrawan, D., & Hendrawan, T. D. (2026). Membangun Strategi Melalui Media Sosial TikTok pada UMKM Smoothies Pasmaling. Servitia: Journal of Community Service and Engagement, 1(2). https://doi.org/https://doi.org/10.65310/fmwz2n40
Taufiq Tamam, M., Saputra, E., & Darmawan, A. (2024). Penerapan Teknologi Tepat Guna untuk Pencampur Adonan Bahan Roti. Jurnal Pengabdian Teknik Dan Sains, 4(2), 23. https://doi.org/10.30595/jpts.v%vi%i.22038
Wagindra, S. S., & Gumelar, R. G. (2024). Perancangan Logo pada produk UMKM serta Pengaplikasiannya dalam Pengembangan Branding di Industri Kreatif. CITRAWIRA : Journal of Advertising and Visual Communication, 5(2), 185–192. https://doi.org/10.33153/citrawira.v5i2.6149
Wulandari, R., Yuningsih, L., Fratiwi, T. H., Wayan, I., & Lamopia, G. (2023). Edukasi Urgensi Digital Marketing bagi UMKM di Kota Denpasar. 1(4), 733–744. https://journal.insankreasimedia.ac.id/index.php/JILPI
Wulandari, R., Yuningsih, L., Fratiwi, T. H., Wayan, I., & Lamopia, G. (2024). Rebranding Logo dan Citra: Upaya Pengembangan Usaha Kain Pantai Aussenchia. 2(4), 821–828. https://journal.insankreasimedia.ac.id/index.php/JILPI
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
