PEMBERDAYAAN UMKM PENJUAL NASI GORENG "NASI GORENG BENNY" MELALUI STRATEGI BRANDING VISUAL DAN PEMASARAN DIGITAL

Authors

  • Benny Cuaca Universitas Sains dan Teknologi Komputer Semarang
  • Bambang Widjanarko Susilo Universitas Sains dan Teknologi Komputer Semarang
  • Edy Susanto Universitas Sains dan Teknologi Komputer Semarang
  • Zarah Dinul Khaq Universitas Sains dan Teknologi Komputer Semarang
  • Galuh Aninditiyah Universitas Sains dan Teknologi Komputer Semarang
  • Ayu Miranti Kusumaningrum Universitas Sains dan Teknologi Komputer Semarang
  • Rezky Eko Prasetyo Universitas Sains dan Teknologi Komputer Semarang
  • Febryantahanuji Febryantahanuji Universitas Sains dan Teknologi Komputer Semarang

DOI:

https://doi.org/10.61722/japm.v4i2.8429

Keywords:

MSMEs, fried rice, digital marketing, hygiene, visual branding, PKM

Abstract

The Student Creativity Program (PKM) is carried out to help improve the quality and competitiveness of MSMEs selling fried rice through an educational approach and the development of digital marketing strategies. The program integrates three main aspects: hygiene education, strengthening visual brand identity, and implementation of digital marketing strategies. The implementation method uses the Participatory Action Research (PAR) approach which includes field observation, hygiene training, business visual identity design, and promotional assistance through social media. The results of the program showed a significant increase in the number of customers (35% average), daily sales, and the level of public awareness of the brand. The implementation of hygiene standards also increases consumer confidence. This program proves that structured assistance can accelerate the growth of culinary MSMEs and is expected to be a reference for empowering similar MSMEs in urban areas.

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Published

2026-01-13

Issue

Vol. 4 No. 2 (2026): Maret

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