Enhancing Brown Sugar Potential as Homemade Product Through Brand Image Enhancement Strategy

Authors

  • M.N Jamalia Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Dahliana Akkas Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Muh. Sofyan Sauri Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Nadila Mursalim Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Muhammad Fuad Syuhri Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Muh. Juhadi Saini Institut Agama Islam DDI, Sidenreng Rappang, Indonesia
  • Hesti Pujiastuti Institut Agama Islam DDI, Sidenreng Rappang, Indonesia

Keywords:

Brown Sugar, Brand Image, Community Service, Packaging, Social Media

Abstract

This paper will provide an analysis of a workshop held in the Village of Maddenra with the intention of enhancing brown sugar farmers' marketing skills. The purpose of the workshop was to enhance the marketing skills of brown sugar farmers. The workshop was organized with the intention of holding it in the Maddenra Village in the future. As part of an effort to provide community service, the training focused on the utilization of technology in marketing endeavors and the demand for aesthetically appealing product packaging. In an endeavor to provide community service, this action was taken. This was accomplished as part of an initiative to conduct community service. As part of an initiative to contribute back to the community by performing volunteer work, training was provided. The program was greeted with enthusiasm, particularly from more experienced participants who were aware of social media's potential to enhance their level of commercial performance. This response was particularly favorable to the program being presented. The workshop also emphasized the importance of implementing marketing strategies that make use of social media and actively participating in community-beneficial activities in order to gain an advantage over one's competitors, the workshop serve its purpose as a solution to increase the number of buyer for this specific product. This was brought up as a means of gaining a competitive advantage. The results of this paper indicate that the use of technology and the possession of digital literacy skills are crucial for the growth and development of small and medium-sized enterprises (SMEs).

Downloads

Download data is not yet available.

References

Agit, A., Hasmawati, H., Sahurri, S., Yunus, S., & Syukri, F. (2023). Peran Dan Kontribusi Teknologi Dalam Menunjang Potensi Ekonomi Masyarakat Di Wilayah Pedesaan. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK) , 263–272.

Arianti, Y. S., & Waluyati, L. R. (2019). Analisis Nilai Tambah dan Strategi Pengembangan Agroindustri Gula Merah di Kabupaten Madiun. Jurnal Ekonomi Pertanian Dan Agribisnis, 3(2), 256–266. https://doi.org/10.21776/ub.jepa.2019.003.02.4

Dewi, S. R., Izza, N., Agustiningrum, D. A., Indriani, D. W., Sugiarto, Y., Maharani, D. M., & Yulianingsih, R. (2014). Pengaruh Suhu Pemasakan Nira Dan Kecepatan Pengadukan Terhadap Kualitas Gula Merah Tebu. Jurnal Teknologi Pertanian, 15(3), 149–158. https://doi.org/10.21776/ub.jtp.2014.015.03.01

Fantini, E., Sofyan, M., & Suryana, A. (2021). Optimalisasi Sosial Media Sebagai Sarana Promosi Usaha Kecil Menengah Meningkatkan Penjualan di Masa Pandemi Covid-19. EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial, 1(2), 126–131. https://embiss.com/index.php/embiss

Habib, M. A. F. (2021). Kajian Teoritis Pemberdayaan Masyarakat Dan Ekonomi Kreatif. Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy, 1(2), 82–110. https://doi.org/10.21274

Ishak, M., & Hasan, A. (2020). Pemanfaatan Alokasi Dana Desa Terhadap Pemberdayaan Masyarakat Dan Kelembagaan Desa. Bongaya Journal for Research in Accounting, 3(1), 9–19.

Joris, L., & Fredriksz, S. (2019). Pemanfaatan Gula Merah Dan Air Kelapa Terhadap Pertumbuhan Ayam Broiler. Jurnal Hutan Pulau-Pulau Kecil, 3(1), 97–106. https://doi.org/10.30598/jhppk.2019.3.1.97

Ledheng, L., & Naisumu, Y. G. (2020). Peningkatan Mutu Pengolahan Nira Lontar Menjadi Gula Merah Cetak Di Kelurahan Maubeli, Kecamatan Kota Kefamenanu, Kabupaten TTU - NTT. Jurnal Pengabdian Masyarakat, 3(1), 26–33.

Mason, A. N., Narcum, J., & Mason, K. (2021). Social Media Marketing Gains Importance After Covid-19. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1870797

Novianti, D., & Alamsyah, A. (2023). Improving Sales Rate Through Social Media Marketing Strategy For Small Business. ANALISIS, 13(1), 167–180. https://doi.org/10.37478/als.v13i1.2531

Oktavianty, & Alamsyah. (2023). Strategi Penguatan Brand Image Produk Melalui Social Media Marketing Pada Usaha Mikro. Jurnal Pengabdian Kepada Masyarakat Nusantara, 4(1), 62–69.

Oloyede, O. O., & Lignou, S. (2021). Sustainable Paper-Based Packaging: A Consumer’s Perspective. Foods, 10(5). https://doi.org/10.3390/foods10051035

Pujayanti, T., & Mashur, D. (2021). Pemberdayaan Masyarakat Melalui Program CSR PT. PJB UBJOM PLTU Tenayan di Kelurahan Industri Tenayan. Jurnal Studi Ilmu Sosial Dan Politik, 1(2), 101–116. https://doi.org/10.35912/jasispol.v1i2.551

Putra, T. S., & Rahaju, T. (2022). Pemberdayaan Masyarakat Wilayah Pesisir Di Desa Kupang, Kecamatan Jabon, Kabupaten Sidoarjo. Policy and Maritime Review, 1(1), 23–34.

Putri, Y. N., & Warto, W. (2021). Pemberdayaan Masyarakat Melalui Pemanfaatan Gula Merah Nira Kelapa. ICODEV: Indonesian Community Development Journal−, 2(2), 87–95.

Rajendran, S. D., Wahab, S. N., & Singh, M. K. P. (2019). Malaysian Consumers’ Preference For Green Packaging. Int. J. Society Systems Science, 11(4), 312–331.

Simatupang, U. C. J., Sinaga, A. H., & Gea, B. J. P. (2023). Study Nilai Tambah Air Nira Menjadi Gula Merah Di Desa Buluh Awar, Kecamatan Sibolangit, Kabupaten Deli Serdang. Jurnal Darma Agung, 31(3), 112–119. https://doi.org/10.46930/ojsuda.v31i3.3410

Soeprodjo, R. Gideon. D., Ruru, Joorie. M., & Londa, Very. Y. (2020). Pemberdayaan Masyarakat Pesisir Pantai Di Desa Inobonto Dua Kabupaten Bolaang Mongondow. Jurnal Administrasi Publik, 6(89), 1–8.

Sousa, M. M. M. de, Carvalho, F. M., & Pereira, R. G. F. A. (2020). Colour And Shape Of Design Elements Of The Packaging Labels Influence Consumer Expectations And Hedonic Judgments Of Specialty Coffee. Food Quality and Preference, 83. https://doi.org/10.1016/j.foodqual.2020.103902

Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic. Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org/10.13106/jafeb.2021.vol8.no2.0523

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior As An Outcome Of Social Media Marketing: The Role Of Social Media Marketing Activity And Customer Experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189

Yasser, M., Asfar, A. M. I. A., Irfan, A. M., Asfar, T., Rianti, M., & Budianto, E. (2020). Pengembangan Produk Olahan Gula Merah Tebu dengan Pemanfaatan Ekstrak Herbal di Desa Latellang Kabupaten Bone. Jurnal Panrita Abdi, 4(1), 42–51. http://journal.unhas.ac.id/index.php/panritaabdi

Downloads

Published

2023-11-10

How to Cite

Jamalia, M., Akkas, D., Sauri, M. S., Mursalim, N., Syuhri, M. F., Saini, M. J., & Pujiastuti, H. . (2023). Enhancing Brown Sugar Potential as Homemade Product Through Brand Image Enhancement Strategy. Jurnal Pengabdian Kepada Masyarakat Nusantara, 4(4), 2999-3007. Retrieved from https://ejournal.sisfokomtek.org/index.php/jpkm/article/view/1598

Issue

Vol. 4 No. 4 (2023): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN)

Section

Articles

License

Copyright (c) 2023 M.N Jamalia, Dahliana Akkas, Muh. Sofyan Sauri, Nadila Mursalim, Muhammad Fuad Syuhri, Muh. Juhadi Saini, Hesti Pujiastuti

Creative Commons License

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