Pemberdayaan UMKM Melalui Rebranding, Legalitas, dan Digitalisasi: Studi Kasus Program Level Up UMKM di Desa Banyuresmi, Tasikmalaya: Pengabdian

Alfin nur Arifah; Ghina Nishfy Sya’bani; Aida Siti Nurmalia; Fajar Septiana; Adi Nugraha; Muhammad Riski Triana; Habib Haedar; Sri Indri Oktavian; Nabila Luthfiyyah; Nadia Angraeni; Adinda Kustiani; Sindy Kania Suryani; Sinta Khoerunnisa; Abdul Aziz Kelinsman; Anisa Putri Maharani; Muhammad Khoerulrijjal Salsabila J; Syifa Aenun Naja; Muhamad Amirul Rizki; Ikbal Maulana; Vanesa Selyandra

doi:10.31004/jerkin.v4i3.5148

Authors

Alfin nur Arifah Universitas Cipasung Tasikmalaya
Ghina Nishfy Sya’bani Universitas Cipasung Tasikmalaya
Aida Siti Nurmalia Universitas Cipasung Tasikmalaya
Fajar Septiana Universitas Cipasung Tasikmalaya
Adi Nugraha Universitas Cipasung Tasikmalaya
Muhammad Riski Triana Universitas Cipasung Tasikmalaya
Habib Haedar Universitas Cipasung Tasikmalaya
Sri Indri Oktavian Universitas Cipasung Tasikmalaya
Nabila Luthfiyyah Universitas Cipasung Tasikmalaya
Nadia Angraeni Universitas Cipasung Tasikmalaya
Adinda Kustiani Universitas Cipasung Tasikmalaya
Sindy Kania Suryani Universitas Cipasung Tasikmalaya
Sinta Khoerunnisa Universitas Cipasung Tasikmalaya
Abdul Aziz Kelinsman Universitas Cipasung Tasikmalaya
Anisa Putri Maharani Universitas Cipasung Tasikmalaya
Muhammad Khoerulrijjal Salsabila J Universitas Cipasung Tasikmalaya
Syifa Aenun Naja Universitas Cipasung Tasikmalaya
Muhamad Amirul Rizki Universitas Cipasung Tasikmalaya
Ikbal Maulana Universitas Cipasung Tasikmalaya
Vanesa Selyandra Universitas Cipasung Tasikmalaya

DOI:

https://doi.org/10.31004/jerkin.v4i3.5148

Keywords:

Rebranding, Legality, Digitalisasi

Abstract

The objective of this Community Service Program is to to empower MSMEs in Banyuresmi Village through strengthening rebranding, legality, and digitalization to enhance business competitiveness and sustainability in the Industry 4.0 era. The community service activity employed a participatory approach involving 28 selected MSMEs from 62 registered MSMEs based on business sustainability criteria and willingness to participate in the mentoring program. The implementation method was divided into three stages: (1) planning and problem identification through field observations, discussions with MSME owners and village officials, and needs analysis; (2) education and training on the importance of branding, business legality (NIB, PIRT, Halal certification), and digital media utilization; and (3) implementation and direct mentoring, including logo design, brand development, packaging, digital promotion, and facilitation of legality arrangements in collaboration with relevant agencies. The results indicated that prior to the program, approximately 90% of MSMEs lacked brand identity, only 15% possessed business legality, and 85% had not utilized digital marketing. Following the mentoring program, the majority of MSMEs acquired logos and simple packaging, approximately 85% successfully obtained NIB (Business Identification Number), and most began actively using social media as promotional platforms. These findings indicate that the integration of rebranding, legality, and digitalization through a participatory approach constitutes an effective empowerment strategy for strengthening the capacity and competitiveness of rural MSMEs.

References

Aaker, D. A. (2014). Aaker on branding: 20 principles that drive success. Morgan James Publishing.

Ahmad Sholikin. (2024). Tantangan dan Peluang Pemberdayaan UMKM di Indonesia: Antara Regulasi, Akses Permodalan, dan Digitalisasi.

Arifah, A. N., Abdurachman, A., Rachmanda, Y. S., & Syifa, R. H. A. (2024). Santripreneur: Eksploring The Entreprenurial Potential In Traditional Pesantren to Realizing a Succsessful Young Generation in Globalization Era (pp. 1158–1166). https://doi.org/10.2991/978-94-6463-443-3_146

Arifah, A. N., Sastra, G., Budi, W., Saputro, P., Afriani, R., Mochamad, K., Riza, H., Kartika, C., Rachmadi, R., Riswandi, D., Siddiqa, H., Demsi, M., Fahrizal, O., Latifah, N., Binti, W., Puri, A., Dewi, E., Meutia, F., Dheri, D., … Syaputra Meliana, H. (n.d.). BISNIS DAN KEWIRAUSAHAAN ERA DIGITAL.

Athasani, R., R. Sadira, S., Shofiyah, S., Indira, A. N., Faza, A. H., Arkom, A. A. A., & Rahmatin, L. S. (2025). Pemberdayaan UMKM Melalui Digitalisasi dan Legalitas Usaha di Kelurahan Jepara Surabaya. PEMA, 5(3), 156–167. https://doi.org/10.56832/pema.v5i3.1590

Dzikri Kurniawan, Naila Aisyah Putri, Sheily Novitasari, Siti Hawa’ Octaviani, Mu’tasim Billah, & Zawawi Zawawi. (2023). Pendampingan Digitalisasi Marketing dan Legalitas Usaha UMKM untuk Meningkatkan Mengembangkan UMKM Desa Banjaragung Kecamatan Bareng Jombang Jawa Timur. Jurnal Pengabdian Masyarakat Sains Dan Teknologi, 2(2), 102–112. https://doi.org/10.58169/jpmsaintek.v2i2.150

FAO. (2021). The State of Food and Agriculture 2021: Making agrifood systems more resilient to shocks and stresses.

Herdianto, H., & Satory, A. (2025). Hukum Bisnis dalam Pengembangan UMKM di Indonesia Kepastian Hukum, Tantangan, dan Solusi. Jurnal Sosial Dan Sains, 5(10), 7460–7466. https://doi.org/10.59188/jurnalsosains.v5i10.32549

Heri Aji Setiawan. (2024). Pengaruh Literasi Digital terhadap Pemanfaatan E-Commerce pada Hasil Pertanian. Jurnal Kolaboratif Sains.

Kementerian Koperasi dan UKM. (2021). Perkembangan data usaha mikro, kecil, menengah (UMKM) dan usaha besar (UB) tahun 2020-2021.

Kementerian Koperasi dan UKM. (2023). Laporan Kinerja Kementerian Koperasi dan UKM Tahun 2023.

Nurul Zairina, & Zaenal Wafa. (2023). Penguatan Legalitas Usaha dan Digitalisasi pada UMKM di Kecamatan Sedayu. https://ejournal.sisfokomtek.org/index.php/jpkm/article/view/1930/1366

Pemerintah Desa Adi Luhur. (2025). Tantangan Ekonomi Digital bagi UMKM di Pedesaan. Https://Www.Adiluhur-Mesuji.Desa.Id/Artikel/2025/07/31/Tantangan-Ekonomi-Digital-Bagi-Umkm-Di-Pedesaan.

Philip Kotler, & Kevin Lane Keller. (2016). Marketing management (15th ed.). Pearson Education.

Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/JPMM.001.1.01

Ramadhani, N., Sugesti, A. I., Sagita, D. N., & Purwanto, E. (2025). Pemanfaatan Marketplace Digital dalam meningkatkan Kinerja UMKM melalui Sarana Komunikasi di Era Digital. Jurnal Bisnis Dan Komunikasi Digital, 2(2), 20. https://doi.org/10.47134/jbkd.v2i2.3560

Resna Napitu et al. (2025). BISNIS UMKM DI ERA DIGITAL.

Riza Ashari et al. (2025). Rebranding Produk Sebagai Pengembangan Pemasaran Keripik Tempe Al Barokah.

Sary, K. A., Boer, K. M., Agustian, J. F., Sanjaya, M. N., & Maudi, M. (2025). Perancangan Visual Branding untuk Meningkatkan Identitas dan Daya Saing UMKM Binaan Otorita Ibu Kota Nusantara (IKN). Jurnal ABDINUS : Jurnal Pengabdian Nusantara, 9(1), 200–211. https://doi.org/10.29407/ja.v9i1.24029

Schwab, K. (2017). The Fourth Industrial Revolution. Crown Publishing Group.

Tambunan, T. T. H. (2019). The impact of the economic crisis on micro, small, and medium enterprises and their crisis mitigation measures in S outheast A sia with reference to I ndonesia. Asia & the Pacific Policy Studies, 6(1), 19–39. https://doi.org/10.1002/app5.264

World Bank. (2022). World Development Report 2022: Finance for an Equitable Recovery. Https://Documents.Worldbank.Org/En/Publication/Documents-Reports/Documentdetail/408661644986413472/World-Development-Report-2022-Finance-for-an-Equitable-Recovery.

Zimmerman, M. A. (2000). Empowerment Theory. In Handbook of Community Psychology (pp. 43–63). Springer US. https://doi.org/10.1007/978-1-4615-4193-6_2