PENDAMPINGAN PENERAPAN STRATEGI BRANDING UNTUK PENGEMBANGAN UMKM KULINER MALAM JAKARTA PUSAT
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Abstract
This community service activity aims to develop and support the implementation of branding strategies for Micro, Small, and Medium Enterprises (MSMEs) in the late-night culinary sector in Central Jakarta. The research involves analyzing consumer trends, identifying market needs, as well as the uniqueness and specialties of late-night culinary products in Central Jakarta. Through an integrated and sustainable approach, this proposal offers guidance and training to owners of late-night culinary MSMEs in developing effective branding strategies to enhance the visibility and attractiveness of their businesses. The methodology used will include market surveys, interviews with MSME owners, competitor analysis, and the development of training materials tailored to the needs and readiness levels of participants. Additionally, this proposal will integrate the use of social media and digital technology to expand reach and interaction with potential customers. It is hoped that through this support, late-night culinary MSMEs in Central Jakarta can enhance their competitive advantage, expand market share, and strengthen their brand identity and image in the eyes of local consumers and tourists. The successful implementation of the proposed branding strategies is expected to have a positive impact on local economic growth and the welfare of MSME owners and the surrounding community.
ABSTRAK
Kegiatan Abdimas ini bertujuan untuk mengembangkan dan mendampingi penerapan strategi branding bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor kuliner malam di Jakarta Pusat. Penelitian ini melibatkan analisis terhadap tren konsumen, identifikasi kebutuhan pasar, serta identifikasi keunikan dan keistimewaan produk kuliner malam Jakarta Pusat. Melalui pendekatan yang terintegrasi dan berkelanjutan, proposal ini menawarkan bimbingan dan pelatihan kepada pemilik UMKM kuliner malam dalam mengembangkan strategi branding yang efektif untuk meningkatkan visibilitas dan daya tarik bisnis mereka. Metodologi yang digunakan akan meliputi survei pasar, wawancara dengan pemilik UMKM, analisis kompetitor, dan pengembangan materi pelatihan yang disesuaikan dengan kebutuhan dan tingkat kesiapan peserta. Selain itu, proposal ini juga akan mengintegrasikan pemanfaatan media sosial dan teknologi digital untuk meningkatkan jangkauan dan interaksi dengan pelanggan potensial. Diharapkan bahwa melalui pendampingan ini, UMKM kuliner malam Jakarta Pusat dapat meningkatkan keunggulan kompetitif mereka, memperluas pangsa pasar, serta memperkuat identitas dan citra merek mereka di mata konsumen lokal maupun turis. Kesuksesan implementasi strategi branding yang diperoleh dari proposal ini diharapkan dapat memberikan dampak positif bagi pertumbuhan ekonomi lokal serta peningkatan kesejahteraan pemilik UMKM dan masyarakat sekitarnya.
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